For three years, the French have been flocking to pasta: they bought 450,000 tonnes of it in 2020, and another 432,000 tonnes between June 2021 and May 2022, when they were content with 400,000 tonnes in 2019. Alas, during the crisis sanitary, this appetite has particularly benefited the Italian giant Barilla, world leader and number two in France with 23.5% market share, to the chagrin of the French Panzani. The brand, to which the invention of the shell is attributed, is fighting to keep its 30% market share and remain number one in the French market. Here’s how she wants to keep the appetite of the French, she who remains a “local” brand since it exports only 10% of its production.
The local fiber
Many don’t know it, but behind Panzani hides a brand created in post-war France by an Italian immigrant who gave it his name: Giovanni Panzani. Passed into the hands of the Danone group in 1973, then in the portfolio of the Paribas Affaires Industrielles fund in 1997, bought in 2005 by the Spanish group Ebro Puleva and very recently passed under the control of the British fund CVC Capital Partners, it has kept over the these financial changes its head office in Lyon and its pasta production sites in France: in Marseilles (two semolina factories and a pasta factory), in Gennevilliers (a semolina factory), in Nanterre (a pasta factory), in Vitrolles (a couscous). “The factories in the south of France supply the southern half, the factories in the North, the northern half,
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