Candia (brand)

Last updated
Candia
Company typeSimplified joint-stock company (SASU)
Industry Dairy products
FoundedJanuary 19, 1971;53 years ago (1971-01-19)
FounderSodiaal
Headquarters
200 Rue Raymond Losserand, 75014 Paris, France
Key people
Romain Deurbergue
ProductsMilk, cream, butter
Revenue€1,172,142,000 (2019) (2019)
Number of employees
1,459 (2019)
Parent Sodiaal
Website candia.fr

Candia is a French commercial brand of dairy products founded in 1971 and owned by the Sodiaal group.

Contents

At its inception, Candia was among the first milk brands to emerge on the French national market. [1] Since then, it has driven its growth through innovations in its field—such as UHT bottles, infant milk, cartons with caps, and fortified products—and by establishing a presence in several countries through commercial networks.

History

Candia was launched in 1971 by the Sodima cooperative group (now Sodiaal), which also owns Yoplait. It aimed to create a national milk brand in a market that, at the time, was unbranded and dominated by fresh milk sold in glass bottles. [2] The brand name was a marketing choice inspired by the Latin word candidus (white, pure, bright, radiant), to evoke purity and freshness. [2] The name was created by the naming agency Novamark. [2]

Candia pursued an expansion strategy by introducing innovations such as UHT cartons (milk heated at Ultra High Temperature for extended shelf life), vitamin-fortified milk, plastic bottles, bottles with handles, and screw-cap bottles. [2] The brand also promoted advertising slogans like “La vie va de Candia en Candia” (“Life goes from Candia to Candia”). [2]

Candia’s growth strategy also involved establishing commercial subsidiaries in Europe (UK, [3] Benelux, Spain, and Italy) [4] and partnering with distributors in various countries. Since 1986, the brand has also developed franchises. [5] [6] These franchises provide not only a brand license but also technical and marketing expertise to agri-food groups in countries where the dairy industry is still growing. As a result, Candia products are available in Africa (Algeria, Libya, Senegal, [7] Ivory Coast, Gabon, Mali, and Burkina Faso), the Middle East (Lebanon and Palestine), [8] and the Indian Ocean islands (Madagascar, Réunion, and Mauritius). [9]

From 2021 to 2024, Candia’s milk-butter-cream activities were led by Éric Forin, [10] followed by Romain Deurbergue starting in 2024. [11] The company faces challenges such as a steady decline in milk consumption and increasing competition. [12] [13] During the 2010s, it halved its industrial operations and continues to restructure and resize its facilities. [13]

Production and commercialization

Candia offers a range of fresh dairy products (milk, cream, butter, and chocolate products) and powdered milk, including infant formula.

Its products are distributed through large retail chains, franchisees, and private-label brands. [14]

As of the early 2020s, Candia employed around 1,500 people and operated from two administrative offices (Paris and Lyon), four dairies (Vienne, Lons, Awoingt, and Saint-Étienne), [15] and two butter production sites (Quimper and Clermont-Ferrand). [16]

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References

  1. ↑ "Candy'up de Sodiaal". LSA (in French). October 14, 2013. Retrieved November 8, 2023.
  2. 1 2 3 4 5 Watin-Augouard, Jean (2002). "Candia". Petites histoires de marques. Editions d’Organisation. pp. 147–148. ISBN   978-2708128286.
  3. ↑ "CANDIA LIMITED overview - Find and update company information - GOV.UK". find-and-update.company-information.service.gov.uk. Archived from the original on October 24, 2023. Retrieved September 25, 2023.
  4. ↑ "Découvrez la coopérative laitière SODIAAL" [Discover SODIAAL, the dairy cooperative]. Entremont (in French). October 17, 2015. Retrieved September 25, 2023.
  5. ↑ Y, Samir (November 6, 2014). L'entreprise algérienne Tchin-lait: une franchise de Candia. Publications Études & Analyses. Retrieved August 25, 2023.
  6. ↑ "Candia veut surfer sur le succès des laits pour bébés en Chine" [Candia aims to capitalize on the success of baby milks in China]. 20 Minutes (in French). 2013-07-29. Retrieved August 25, 2023.
  7. ↑ "Découvrez Candia - Groupe Kirène" [Discover Candia - Kirène Group] (in French). June 9, 2022. Retrieved September 25, 2023.
  8. ↑ "Candia products". www.al-tayf.ps. Retrieved September 25, 2023.
  9. ↑ "Notre sélection". www.maurilait.com. Retrieved September 25, 2023.
  10. ↑ Harel, Camille (July 5, 2021). "Éric Forin prend la direction générale de Candia" [Éric Forin takes over as General Manager of Candia]. LSA (in French). Retrieved August 25, 2023.
  11. ↑ Kenigswald, Maud (June 21, 2024). "La coopérative laitière Sodiaal choisit deux anciens de Danone pour diriger Candia et la filiale Fromages" [Dairy cooperative Sodiaal chooses two former Danone employees to head Candia and its Cheese subsidiary]. Le Figaro (in French). Retrieved September 16, 2024.
  12. ↑ Girard, Laurence (November 9, 2012). "Candia veut fermer trois usines de conditionnement de lait en France" [Candia plans to close three milk packaging plants in France]. Le Monde (in French).
  13. 1 2 Girard, Laurence (February 2, 2022). "La coopérative laitière Sodiaal prévoit deux nouvelles fermetures d'usines" [Sodiaal dairy cooperative plans two new plant closures]. Le Monde (in French).
  14. ↑ "Inflation: le géant du lait Sodiaal plaide la cause des marques distributeurs" [Inflation: milk giant Sodiaal pleads the case for private labels]. Les Échos (in French). March 7, 2023. Retrieved August 25, 2023.
  15. ↑ "Journée mondiale du lait: 10 000 visiteurs dans 10 laiteries" [World Dairy Day: 10,000 visitors at 10 dairies]. www.processalimentaire.com (in French). Retrieved August 25, 2023.
  16. ↑ DUGUEN, Rose-Marie (September 22, 2021). "Un nouveau beurre arrive dans les grandes surfaces françaises, et il n'est fabriqué qu'à Quimper" [A new butter arrives in French supermarkets, and it's made only in Quimper]. Ouest-France.fr (in French). Retrieved September 25, 2023.
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