This is the first launch of new categories since the brand acquisition in 2022, expanding the portfolio for the region
Since acquiring the Uruguayan company Las Acacias in 2022, M. Dias Branco has been distributing the brand’s premium grano duro pasta in Brazilian supermarkets. Las Acacias’ special cuts, such as grano duro with basil, squid ink, and vegetables, in addition to traditional pasta, are now available in the states of São Paulo, Rio de Janeiro, Ceará, Bahia, and Pernambuco. Now, the Ceará-based company is taking advantage of the synergy for the reverse move: last week, it launched Las Acacias portfolio of cookies and crackers in the Uruguayan market.
The new products will hit Uruguayan supermarkets starting this week and include wafers (100 g), iced crackers and cookies (80 g), cookies (80 g), and filled cookies (78 g), all available in multiple flavors. Las Acacias is also debuting in the Uruguayan market with a line of toast (142 g) in regular, whole grain, and multigrain varieties, which are already successful in Brazil with brands such as Adria, Isabela, and Fortaleza.
According to César Reis, International Business Officer at M. Dias Branco, the launches reinforce the synergy between Las Acacias and the Company’s other brands, aligning with the tastes of Uruguayan consumers. “Although it was not necessary to make major changes to the formulations, we searched our extensive portfolio for the flavors most appreciated by the local public,” he explains. Iced cookies are an example: “In Uruguay, dark chocolate is the favorite, so we selected the black version from our portfolio with compatible sensory characteristics,” he explains. The launch includes a total of 12 flavors.
Las Acacias’ entry into the toast segment is another highlight. According to César Reis, “In Uruguay, people are already accustomed to eating toast with various accompaniments, such as cheese, jams, and the traditional Uruguayan dulce de leche, whether for breakfast, as a snack, or with meals. It is a growing segment with excellent opportunities.”
Founded in 1952 in Montevideo, Las Acacias was acquired by M. Dias Branco in October 2022 and is among the three largest dry pasta brands in Uruguay, also leading the premium segment. The brand’s portfolio is broad and includes sauces, flours, and cake mix, but the real stars are the special and unique pasta varieties. “We now want to leverage all the trust and credibility already place by Uruguayans in Las Acacias to introduce them to the company’s cookies and crackers and toasts,” concludes César.
