Elvea is a well-known brand in Belgium for tomato-based products. Last year, the brand had its 130-year anniversary, and to close this with a bang, Elvea opened an exclusive Pop-up Boutique for three months in the Stadsfeestzaal of Antwerp starting December 2015. In it, all products were presented in a special way. Elvea is known for regularly coming up with innovative marketing campaigns.
The Elvea Boutique.
Forty-two references
There are multiple factories in Italy that produce the Elvea products. The brand has a long history. “In recent years we have staked much on innovations,” marketing manager Christophe Janssens of CBG said during the Tomato Conference in Antwerp. “Since 2007 there has been an ‘innovation wave’ and Elvea now offers an assortment with 42 references. Two of the newest products are tomato concentrate with bell pepper and tomato concentrate with other vegetables. We are also looking for new consumer opportunities, and these products could also be used as a dip, for example. We might also supply fresh tomatoes in the coming years, but that is still in the future.”
Two new products
Twenty-six million tins in Belgium per year
In 1930, Elvea’s preserved tomatoes were introduced in Belgium, and in 2015 CBG took over the Italian company. In Belgium, Elvea sells about 26 million tins of different products per year. Elvea is established in Italy, near Naples. The products are divided by the Belgian Charlier Brabo Group, or CBG. They divide more brands, including products from Dole and Hero.
In October 2015 the Belgian newspaper Het Nieuwsblad tested different kinds of Passata and sieved tomatoes. Elvea’s scores were the highest, with 8.5 out of 10 points. Elvea also scored very high with tinned tomatoes.
For more information:
Christophe Janssens
Charlier Brabo Group
Boomsesteenweg 28
B-2630 Aartselaar - Belgium
www.cbg.be