Saputo plans Vachon snack cakes relaunch in U.S.
June 11, 2010
by Eric Schroeder
MONTREAL — Saputo Inc. said its bakery division will continue to expand its product offering in the United States, including the reintroduction of Vachon mini-cakes, which are expected to appear in supermarkets in the eastern United States. Vachon snack cakes previously were introduced into the United States but without much success, an outcome Lino Saputo, president and chief executive officer, said he believes the company is better able to avoid. “It’s a different approach to distribution and branding,” Mr. Saputo said of the planned reintroduction. “Again, there are some consumers up and down the East coast that recognize the products. We’re looking at a different method to get products to the shelves, which we believe would be more efficient. And that’s where we think there might be some opportunity.” Vachon snacks cakes are sold under such brands as Jos. Louis, May West and Passion Flake.