OREANDA-NEWS. On November 06, 2007 Lebedyansky announced it starts selling “Malysham (For Babies)” children’s food nationwide, reported the press-centre of Lebedyansky.

Malysham is a perspective local brand with a history of many years and which will continue to be offered in the most democratic pricing segment but with the improved recipe and modern package design.

Malysham children’s food manufactured since 1990 by JSC Progress (Lipetsk) became popular in Ural and the Black Belt region as a local brand.  In order to launch it nationwide, a re-branding program was developed providing clear positioning, development of product and creative strategy, improvement of recipe, re-design and nationwide distribution.

Malysham brand remains in the most economical category the majority of consumers can afford.  Due to the recipe improvement the brand’s juices and juice drinks are recommended to children of 3-6 months old, as they had been earlier recommended to children older than 2.  The basis for the design was the creative concept ‘Children’s curiosity’.  Its central elements are the images of two children, logo “Malysham” and bright fruits.  Recently the manufacture of Malysham juices and drinks with the improved recipe and new package has started.

It is supposed that by the end of the year the share of Malysham brand will grow from 0.5% up to 3% in the children’s juices market.