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In the fall of 2021, the "Goryachaya shtuchka" celebrates its first anniversary – for 10 years now, the brand has not only been producing delicious, bright, "revolutionized" products, but also helps consumers feel every moment of life, be an active participant in it and not miss the impression. On his birthday, the brand has prepared a large-scale project # 10letkachaemyarko together with one of the brightest and most popular Russian performers – Timati. The *"Goryachaya shtuchka" has been cooperating with the artist for several years – before that, the brand was integrated into a number of clips with Timati's participation:"Chilling", El Problema, "Havchik", etc.
As part of a joint project, Timati not only became the brand ambassador – namely, his image is posted on all promotional packages of the Goryachaya shtuchka products, but also launches his own challenge on Instagram #10letkachaemyarko for buyers of the Goryachaya shtuchka products. Timati and the Goryachaya shtuchka have prepared an exclusive video track, which is posted on the artist's official Instagram page. Anyone can make a bright parody-"revolutionizing" this clip. The most creative participants of the challenge will get into the stories of the artist's Instagram account, and the winner will receive a super prize - shooting in a music video with Timati.
Also, from October 10, 2021, the national campaign #10letkachaemyarko starts: by purchasing the products of the Goryachaya shtuchka brand in promo packaging and registering receipts on the 10леткачаемярко.рф website, buyers can take part in the drawing of a huge number of prizes and gifts from the brand. Daily cash prizes in the amount of 1,000 rubles and 4,000 rubles are raffled off. Weekly - exclusive pajamas of the "Goryachaya shtuchka" brand, as well as cash prizes in the amount of 10,000 rubles, 25,000 rubles, 50,000 rubles. Every month, participants have the opportunity to win two main prizes of 500,000 rubles each. The total prize fund is 3,000,000 rubles. The action takes place throughout the territory of the Russian Federation and will last until December 5, 2021.
Denis Martasov, Director of Abi Marketing Department:"I can't even believe that the "Goryachaya shtuchka" brand is 10 years old! During this time, he has come a long way: from the "dark horse" - the innovator of the market, the founder of a new category for the Russian market – hot meat snacks, to the status of a recognized sales leader in the categories of frozen semi-finished products and frozen fully finished products in Russia. Surely our bright brand could not leave its fans without gifts and not "revolutionize" its anniversary birthday. When choosing an ambassador for the 10th anniversary of the brand, we immediately turned to Timati, because this artist is close in spirit to the philosophy of the "Goryachaya shtuchka" brand: a positive attitude to life, avoiding stereotypes, a desire to try new directions and, most importantly, the desire to "revolutionize" absolutely any story.
Project #10letkachaemyarko" is not just a promotional campaign. This is a "revolutionized" project of an all-Russian scale, allowing customers not only to win cash prizes and gifts from our brand, but also to get bright, unforgettable emotions from participating in a creative challenge and realize a dream - to appear in the music video with Timati."
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat food products. According to the GfK consumer panel, Abi is the leader in sales in all categories of presence in the territory of the Russian Federation: "sausage products", "frozen semi-finished products" and "frozen fully cooked products".[1] The structure of the company includes three modern factories in the territory of the Russian Federation, which specializes in the manufacture of products for consumers with different taste preferences. Abi portfolio includes the Vyazanka, the Goryachaya shtuchka, the Starodvorye, the Yadryona kopot, the Special recipe brands. The company's distribution network covers almost all regions of the Russian Federation, the countries of the Customs Union - Kazakhstan, the Republic of Belarus and Kyrgyzstan, as well as Abkhazia, Azerbaijan and Uzbekistan. The company's products are available to more than 140 million Russians.***
The Goryachaya Shtuchka is a founding brand of an absolutely new category for the Russian market – hot meat snacks. The Goryachaya Shtuchka is the №1 brand in Russia of frozen fully cooked (finished products),"Bulmeni" dumplings of the brand Goryachaya Shtuchka occupy the first place in sales on the market of frozen semi-finished products in Russia.[2][3] The brand's assortment includes products created as a result of "revolutionizing" of familiar dishes: "Chebupeli", "Bulmeni", "Supermen", "Chebupizza", "Kruggetsy", "Hotstery", "Belmeshi", etc.
[1] For the period from 01.01.2020 to 31.12.2020, in terms of the volume of purchases by households in Russia. According to the consumer panel of OOO GFK-Rus, the sample size is: 10 thousand households of the Russian Federation for sausage products, frozen semi-finished products, 20 thousand households of the Russian Federation for frozen fully cooked (finished products). Data collection method: scanning purchases.
[1] For the periods of 01.01.2019 to 31.12.2019 in terms of the volume of purchases by households in Russia of frozen fully cooked products on the market. According to the consumer panel of OOO GFK-Rus (OGRN 1027739386949), the sample size is 20 households in Russia.
[1] For the period of 01.06.2019 to 31.05.2020, in terms of the volume of purchases by households in Russia of frozen semi-cooked food on the market. According to the consumer panel of OOO GFK-Rus (OGRN 1027739386949), the sample size is 10,000 households in Russia.
The "Bavarushka" is a new product line of the "Starodvorye" brand for those who love meat products with a rich flavor, a brown baked crust and a pleasant aroma of spices. The line got its name thanks to the use of classic recipes from Bavaria. In the production of sausage products "Bavarushka", a special technology of double smoking in the oven is used – not only the product itself, but also the ingredients for it are aged over the smoke from smoldering beech chips. So the sausage products of the "Bavarushka" series turn out juicy inside and with a smoked brown crust on the outside. Despite the fact that the "Bavarushka" has been on the market not so long ago, it has already managed to gain popularity with buyers all over Russia. As part of the development of the product line, four new items have been added to the assortment: three cooked smoked sausages of weight (0.7 kg): the "Bavarushka with brisket", the "Bavarushka grainy salami", the "Bavarushka cervelat with juicy ham", as well as the "Spicy Krakushka with lard" of a fixed weight (0.3 kg).
The"Spicy Krakushka" with lard is a sausage in the shape of a ring with a bright spicy flavor. When smoked on natural beech chips, the tender lard begins to melt, saturating the product with a unique meat flavor and juiciness. The "Bavarushka" with brisket is a cooked smoked sausage with a "chopped" structure. Pieces of juicy brisket, smoked on natural chips, give the sausage a special aroma and rich flavor. The "Bavarushka grainy salami" is a classic salami with fine-grained bacon and aromatic spices that harmoniously complement meat flavor. The "Bavarushka cervelat with juicy ham" is a servelat with small fat and especially juicy and delicate flavor by the addition of pork ham.
Denis Martasov, Director of Abi Marketing Department:"The Starodvorye brand continues to develop actively, including releasing new product lines that literally immediately become national Russian hits. Last year, the "Dugushka cooked sausages" became such a breakthrough, and now it's the turn of the "Bavarushka" series. As always, when releasing new products, we rely on current consumer preferences. That's why we decided to release four new positions in this series at once, so that everyone could find a sausage to their liking".
The design of the "Bavarushka" product line visually reflects the main flavor advantages of its products - natural smoking and rich meat flavor. The product name is placed on the background element in the form of a wood-fired oven, made in deep dark tones associated with smoking. New products are already presented in retail outlets throughout the Russian Federation.
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat food products. According to the GfK consumer panel, Abi is the leader in sales in all categories of presence in the territory of the Russian Federation: "sausage products", "frozen semi-finished products" and "frozen fully cooked products"[1]. The structure of the company includes three modern factories in the territory of the Russian Federation, which specializes in the manufacture of products for consumers with different taste preferences. Abi portfolio includes the Vyazanka, the Goryachaya shtuchka, the Starodvorye, the Yadryona kopot, the Special recipe brands. The company's distribution network covers almost all regions
The joint educational program of Abi and VlSU - "Territory of Marketing" - starts from September 2021 for undergraduate students of the Department of Management and Marketing of the Institute of Economics and Management of the VlSU with speciality 38.03.02. "Management" profile "Marketing". It includes a series of practical exercises with employees of Abi company in two modules: "Corporate Marketing" (first term) and "Applied Marketing Research" (second term). The programme's main objective is to increase the professional level of practical training of VISU students in marketing, as well as the systematic formation of a student employee pool with the possibility of subsequent employment of the best young specialists in Abi company.
The new program is integrated into the current educational process of VlSU: university teachers conduct the lecture part of educational modules, and the staff of Abi share with students real cases from the current practice of the company. As part of the Corporate Marketing module, a course of lectures and practical classes on branding, positioning and promotion development is planned for the first academic half of the year. The company's specialists will talk about modern marketing communication tools, such as: working with celebrities, bloggers, influencers and opinion leaders, integrating brands into multimedia projects, developing a corporate brand, etc. In the second half of the year, students will be able to study the specifics of planning, conducting and analyzing the results of applied research – one of the most important components of modern marketing.
In order to make immersion in the practical lesson as comfortable as possible for students, Abi together with VlSU, prepare a special branded audience made in the company's colors and decorated using key elements of corporate identity.
Olga Antipova, Director of the Personnel Management Department of Abi: "Abi manages well-known federal brands such as the "Vyazanka", the "Goryachaya Shtuchka", the "Starodvorye", the Yadryona Kopot", the "Special Recipe". The company's products are presented throughout Russia - both in the largest federal and regional retail chains and in retail stores. Russians know and love our brands, and this is confirmed by the figures: Abi is the leader in sales in all categories of presence for 2020. We give students of Vladimir State University the opportunity to get real working knowledge from the leading manufacturer of the industry". It is not the first year that we have been cooperating with VlSU: we talk about our company at the open doors day, hold thematic seminars, profile internships. In the summer of this year, we organized a two-week internship for students of several departments of VlSU at once – according to the guys, such an experience was very informative and helped to form goals for development for the new academic year.
As one of the largest employers in the Vladimir region, we are certainly interested in forming a strong employee pool and, in general, in retaining young staff in our region. A new round of partnership with the largest university in the region will allow us not only to provide future graduates with a unique opportunity to immerse themselves in the business realities of their future profession without interrupting their studies, but also to comprehensively solve the issue of profile training and subsequent employment of young staff. At the end of the academic year, together with colleagues from VlSU, we will summarize the results of the project - the best students will be able to become part of a team of Abi professionals."
Anzor Mikhailovich Saralidze, Rector of Vladimir State University: "The implementation of joint educational program of VlSU and Abi is not only a way to a qualitatively new level of training in the field of marketing, but also to increase the competitiveness of young professionals in the labor market. The program is aimed at training highly qualified bachelor's degree graduates in the "Marketing" profile, the demand for which remains high not only in the business environment of regional markets, but also in international companies. The educational process is based on fundamental theoretical training in economics, management and marketing. Abi specialists will share their experience with students, conduct business games, analyze real cases, and plan local marketing strategies.
Our students will have an excellent opportunity not only to solve real problems and business problems in classes with specialists of a large company at the federal level, but also to undertake internships at the enterprise with the possibility of subsequent employment. This will allow them to adapt faster, study the specific nature of working at a particular enterprise, get acquainted with real production tasks."
The “Starodvor’ye” brand is included in the register of "Well-known brands in the Russian Federation" in the category of sausage products[1]. Already two brands of Abi company are well-known trademarks in this category. Earlier, the “Vyazanka” brand was the first in Russia to receive this prestigious status. Advantages of a well-known trademark: it is valid indefinitely, its protection extends not only to the classes in respect of which the brand is registered, but also to "heterogeneous" goods.
The “Starodvor'ye” is a brand with a rich history. In its current name, it has existed since 2016, continuing the traditions of the “Starodvorskiye Sausages” brand, founded in 2004 and bearing the same name with the manufacturing plant (“ZAO Starodvorskiye Sausages”, part of Abi company). The brand's assortment includes a wide range of sausage products for customers with different taste preferences and income levels. A huge number of industry awards for quality, prescription solutions and marketing, as well as the demand for products from customers all over Russia led to the fact that in 2013 the company launched a separate product line of frozen semi-finished products, called "Starodvorskiye dumplings". Then both directions - sausage products and frozen semi-finished products - were combined under a single brand "Starodvor'ye".
Tatiana Trifonova, General Director of Abi: "For the second year in a row, Abi has been recognized as the leader in the production of sausages products in Russia. And it is quite natural that our company was the first in the country to become the owner of two well-known trademarks in the sausage products category at once: first "Vyazanka", and now "Starodvor'ye".
The Starodvor'ye brand has been moving towards this status for many years, producing truly high-quality folk products, awarded with various awards: "100 Best Goods of Russia", "Prodexpo", etc. What is important is that despite its tradition, “Starodvor'ye” does not stand still and actively develops new directions, finding fresh readings of village recipes and cooking methods and recreating them in modern production. In addition, the brand has been actively present in the media space for many years: if you collect the commercials released for all the time, you will get a full TV series "Starodvor'ye".
Such complex work does not go unnoticed by customers: according to sociological surveys, 73% of respondents know the designation of the "Starodvor'ye", and every second respondent has bought or tried the brand's products[2].
Such popularity often inspires some unscrupulous manufacturers to think about imitating or copying the products of Abi brands, including the “Starodvor'ye”. And we use all legal means to stop such attempts, thereby protecting our intellectual property. And getting another brand of Abi company the status of a "well-known trademark" will certainly help us in this, acting as a guarantor of maximum protection."
The invariable slogan of the Starodvor'ye brand is “Starodvor’ye” – ours, genuinely. The use of unique village secrets and cooking techniques in modern production makes the Starodvor'ye products not only truly delicious, but also allows you to recreate forgotten traditions and unique formats.
The brand "Starodvor'ye" produces the sausage product line "Dugushka" of unique curved shape and "Bavarushka", "Medvezh’ye ushko" dumplings , as well as a wide range of cooked, cooked-smoked, semi-smoked and uncooked smoked sausage, ham, sausages, small sausages and dumplings.
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat food products. According to the GfK consumer panel, Abi is the leader in sales in all categories of presence in the territory of the Russian Federation: "sausage products", "frozen semi-finished products" and "frozen fully cooked products"[3]. The structure of the company includes three modern factories in the territory of the Russian Federation, which specializes in the manufacture of products for consumers with different taste preferences. Abi portfolio includes the Vyazanka, the Goryachaya shtuchka, the Starodvorye, the Yadryona kopot, the Special recipe brands. The company's distribution network covers almost all regions of the Russian Federation, the countries of the Customs Union - Kazakhstan, the Republic of Belarus and Kyrgyzstan, as well as Abkhazia, Azerbaijan and Uzbekistan. The company's products are available to more than 140 million Russians.
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The Starodvor'ye— is the embodiment of all the best and real that an urban dweller is looking for in the village. In modern production, we produce high-quality and delicious products with love and care, while preserving traditional time-tested recipes. The use of unique village secrets and cooking techniques in modern production makes the Starodvor'ye brand products not only truly delicious, but also allows you to recreate forgotten traditions and unique formats. The brand "Starodvor'ye" produces the sausage product line "Dugushka" of unique curved shape and "Bavarushka", "Medvezh’ye ushko" dumplings, as well as a wide range of cooked, cooked-smoked, semi-smoked and uncooked smoked sausage, ham, sausages, small sausages and dumplings.
cooked, cooked-smoked, semi-smoked and uncooked smoked sausage, ham, sausages, small sausages of the Starodvory'e brand became one of the top three in terms of the share of buyers in 3 months in large cities of Russia[4]. The brand's products have repeatedly become Winners and Award Winners of the "100 Best Goods of Russia" award, who won medals and diplomas in prestigious competitions and exhibitions such as Prodexpo, IFFA, World Food, Meat Product, Dairy and Meat Industry and Peterfood.
[1] With respect to goods of the 29th class of the MKTU (International Classification of Goods and Services) "sausage products".
[2] Sociological survey of the WCIOM (Russian Public Opinion Research Center) Foundation "The level of prominence of the designation of the "Starodvor'ye", December 2020. The general population: residents of 37 cities of the Russian Federation with a population of 500 thousand people or more, aged 18 years and older, personally buying sausage 1 time a month and more often. Quota sample: quotas were carried out in accordance with the socio-demographic data of residents of cities of the Russian Federation with a population of 500 thousand people buying sausage products, 1500 people.
[3] For the periods from 01.01.2020 to 31.12.2020 and from 01.01.2019 to 31.21.2019, in terms of volume of purchases by households in Russia. According to the consumer panel of OOO GFK-Rus, the sample size is: 10 thousand households of the Russian Federation for sausage products, frozen semi-finished products, 20 thousand households of the Russian Federation for frozen fully cooked (finished products). Data collection method: scanning purchases.
[4] The data are presented by the independent research agency Ipsos Comcon on the basis of a regular study "RosIndex-2021/I quarter" conducted in more than 40 cities of Russia with the participation of 1,557 sausage consumers (with a frequency of 2 times a month and more often) aged 16+ years. The study was conducted using an online survey method, the sample represents the population of cities numbering 100+ thousand inhabitants).
The “Goryachaya Shtuchka” brand is known for its "revolutionized" products, as well as bright and memorable communications: commercials, creative brand integrations in the videos of popular bloggers, influencers and music artists. This is not the first time the brand has collaborated with top Russian rappers – in 2020, the "Goryachaya Shtuchka "became a partner of Morgenstern and Timati's music video for the song El Problema, which has gained more than 125 million views on Youtube.
Popular Russian artists - Egor Kreed, Timati, Guf, The Limba, blago white, OG Buda, SODA LUV - took part in the recording of the new track and video of GeeGun "Chilling". The audio track itself, released online at the end of July, has already managed to become a hit this summer and enter the TOP of various music charts in the country. The participation of the "Goryachaya Shtuchka" in the new video of GeeGun, one of the most hyped Russian rap artists, is an opportunity to attract a new audience by demonstrating the emotional connection of the brand's products with bright, memorable moments of life. And if in the past integrations in the videos of popular Russian performers, the Goryachaya Shtuchka brand was represented by its flagship products, this time the brand went even further. In the video, rapper Timati wears unique branded pajamas with stylized images of all the most popular products of the brand: "Chebupeli", "Bulmeni", "Chebupizza", etc.
The brand's next collaboration with Timati is no coincidence: just like the "Goryachaya Shtuchka", he has a positive attitude to life, is not afraid to break stereotypes and try himself in new directions, embodies bold ideas and knows how to "revolutionize" absolutely any story. In the clip "Chilling", Timati "revolutionizes" the birthday of GeeGun, coming to him in an unusual way - a branded "look" from the "Goryachaya Shtuchka".
Denis Martasov, Director of Abi Marketing Department: "Speaking in the language of the track "Chilling", the positive vibe of this project is very close in spirit to the "Goryachaya Shtuchka" brand. If you expect unique emotions from life and believe that food, as one of its integral components, can and should also bring vivid impressions– then you are definitely on the same wavelength with the "Goryachaya Shtuchka" brand.
In the autumn of this year, the Goryachaya Shtuchka celebrates its tenth anniversary, which we will certainly celebrate loudly and vividly with our customers all over Russia. Therefore, now, in the last month of summer, it's time to stay a little longer "Chilling", and in the fall to celebrate with us the birthday of the Goryachaya Shtuchka brand".
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat food products. According to the GfK consumer panel, Abi is the leader in sales in all categories of presence in the territory of the Russian Federation: "sausage products", "frozen semi-finished products" and "frozen fully cooked products"[1]. The structure of the company includes three modern factories in the territory of the Russian Federation, which specializes in the manufacture of products for consumers with different taste preferences. Abi portfolio includes the Vyazanka, the Goryachaya shtuchka, the Starodvorye, the Yadryona kopot, the Special recipe brands. The company's distribution network covers almost all regions of the Russian Federation, the countries of the Customs Union - Kazakhstan, the Republic of Belarus and Kyrgyzstan, as well as Abkhazia, Azerbaijan and Uzbekistan. The company's products are available to more than 140 million Russians.
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The Goryachaya Shtuchka is a founding brand of an absolutely new category for the Russian market – hot meat snacks. The Goryachaya Shtuchka is the №1 brand in Russia of frozen fully cooked (finished products)[2],"Bulmeni" dumplings of the brand Goryachaya Shtuchka occupy the first place in sales on the market of frozen semi-finished products in Russia[3]. The brand's assortment includes products created as a result of "revolutionizing" of familiar dishes: "Chebupeli", "Bulmeni", "Supermen", "Chebupizza", "Kruggetsy", "Hotstery", "Belmeshi", etc.
[1] For the period of 01.06.2019 to 31.05.2020, in terms of the volume of purchases by households in Russia of frozen semi-cooked food on the market. According to the consumer panel of OOO GFK-Rus (OGRN 1027739386949), the sample size is 10,000 households in Russia.
[3]For the periods of 01.01.2019 to 31.12.2019 in terms of the volume of purchases by households in Russia of frozen fully cooked products on the market. According to the consumer panel of OOO GFK-Rus (OGRN 1027739386949), the sample size is 20 households in Russia.
Since the end of July 2021, as part of a regional advertising campaign on the country's leading television channels – Channel One Russia, Russia -1, NTV, STS, TNT, etc. – Abi has launched a video in support of a new brand of sausage products the Special Recipe. In the center of the plot is a friendly family in which dad and his children are happy to do cottage chores, and mom is busy in the kitchen, solving a difficult question: how to feed the family well, without spending a lot of time cooking? The Special Recipe juicy and filling ham comes to the rescue. It includes stewed chicken fillet, thanks to which this product is perfect for scrambled eggs for breakfast, sandwiches for a snack during the day, as well as for baking in the oven with a side dish for lunch or dinner.
The idea of the video reflects the essence of the new brand - the "Special Recipe" products help to diversify the daily diet of the family and make it guaranteed delicious. The assortment includes the most popular types of sausage products among consumers - cooked sausages, sausages, ham - produced under two lines: "Osobaya" and "Osobaya without pork". The nutritional value of the sausage products of the "Special Recipe" brand is given by the natural chicken fillet in the composition, and the technology of slow languishing in the oven at low temperatures provides special tenderness and juiciness.
Denis Martasov, Director of the Abi Marketing Department:"As the leader of the sausage market in Russia, our company is not only expanding the range of sausage brands already loved by customers, such as the “Vyazanka”, the “Starodvor'y”e and the "Yadryona Kopot", but is also looking for new directions for development. For more than 25 years, Abi has been producing convenient and easy-to-prepare meat food products. Thanks to the accumulated experience, unique recipe solutions and modern production technologies, we have the opportunity to offer our customers not only high-quality, but also affordable sausage products under the new brand the “Special Recipe”.
The product design supports the overall positioning of the brand: the graphic elements of the pattern, made in the form of spices and vegetables, emphasize the balanced flavor and variability of the use of products. Laconicism of design and natural color scheme strengthen the association with high quality and safety of products.
The “Special Recipe” brand products are presented in the largest regional retail chains and retail stores throughout the Russian Federation, as well as in neighboring countries: Kazakhstan, Uzbekistan, Kyrgyzstan, Azerbaijan.
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat food products. According to the GfK consumer panel, Abi is the leader in sales in all categories of presence in the territory of the Russian Federation: "sausage products", "frozen semi-finished products" and "frozen fully cooked products". The structure of the company includes three modern factories, which specializes in the manufacture of products for consumers with different taste preferences. Abi portfolio includes the Vyazanka, the Goryachaya shtuchka, the Starodvorye, the Yadryona kopot and the Special recipe brands. The company's distribution network covers almost all regions of the Russian Federation, the countries of the Customs Union - Kazakhstan, the Republic of Belarus and Kyrgyzstan, as well as Abkhazia, Azerbaijan and Uzbekistan. The company's products are available to more than 140 million Russians.
Since the end of June 2021, as part of a large–scale federal advertising campaign on Russia's leading television channels - Channel One Russia, STS, TNT, etc. - the “Vyazanka” brand has launched a new video in support of the “Doktorskaya GOST” cooked sausage. The plot of the video continues the story of a mother and her curious children who study interesting facts about the benefits of meat products. In the new series of the video, the attention of little detectives is attracted by the “Doktorskaya GOST” cooked sausage - there is a lot of meat in it, which is necessary for the growth and development of the body, and, therefore, a lot of benefits. Hence the slogan of the video: "The benefits of meat that links us together!".
The idea of the video reflects the positioning of the brand - mom takes care of children by buying high-quality sausage “Doktorskaya GOST” of the Vyazanka brand . This product consists of 95% natural meat, and 5% milk and natural spices. Therefore, mothers can be sure not only of her great flavor, but also in quality and safety.
The video reflects the key advantages of the product: the “Doktorskaya GOST” of the “Vyazanka” brand is 95% meat (70% pork, 25% beef) and 5% milk and natural spices. Thanks to the strict recipe, the sausage has received the GOST marking, which confirms compliance with the highest standards and standards for quality and safety.
Denis Martasov, Director of the Abi Marketing Department:«Our company is the leader of the Russian market in the production of sausage products, and our “Vyazanka brand” is especially known for its cooked sausages, they are loved by everyone - both adults and children all over the country. And when developing brand products, we primarily take into account the factors of naturalness and high quality. After all, it is important for mothers to feed their family not only delicious, but also safe products. The “Doktorskaya GOST” of the “Vyazanka” brand is a vivid example of the implementation of such a concept. The recipe of this cooked sausage fully complies with GOST 23670-2019, which acts as an additional guarantee of the high quality of the product."
The design of the “Doktorskaya GOST” cooked sausage is made taking into account the continuity to the entire product line of cooked sausages of the “Vyazanka brand” : the main emphasis is placed on the recognizable shape of the product, and the maroon elements support the message about the high content of meat in the composition. In addition to the color details, the advantages of the sausage – GOST, a large amount of meat, the absence of soy in the composition - are emphasized by graphic elements laid out of string, a key visual element of the brand. The “Doktorskaya GOST” is presented in two formats: 0.4 kg and 1.35 kg.
The “Doktorskaya GOST” cooked sausage of the “Vyazanka” brand is represented in federal retail chains such as "Pyaterochka", "Perekrestok", "Magnit", "Auchan", etc., as well as in retail stores throughout the Russian Federation.
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat food products. According to the GfK consumer panel, Abi is the leader in sales in all categories of presence in the territory of the Russian Federation: "sausage products", "frozen semi-finished products" and "frozen fully cooked products"[1]. The structure of the company includes three modern factories in the territory of the Russian Federation, which specializes in the manufacture of products for consumers with different taste preferences. Abi portfolio includes the Vyazanka, the Goryachaya shtuchka, the Starodvorye, the Yadryona kopot. The company's distribution network covers almost all regions of the Russian Federation, the countries of the Customs Union - Kazakhstan, the Republic of Belarus, as well as Abkhazia, Azerbaijan and Uzbekistan. The company's products are available to more than 140 million Russians.
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The Vyazanka brand helps mothers take care of their loved ones, gather them at one table and delight them with what they especially love. The assortment of the Vyazanka brand ncludes a variety of products created according to classic recipes with special attention to quality: sausages, ham, cooked sausages, nuggets, etc
.The Vyazanka is the first well-known brand in Russia in the category of sausage products. For several years, the Vyazanka has been the №1 brand chosen by moms with children among all cooked sausage producers in Russia.[2]. The Vyazanka is a National Award Winner of “2020 Product of The Year” in the nomination “For Customer Care and Natural Ingredients.” In 2017 and 2019, the Vyazanka brand was recognized by consumers as the “№1 Brand in Russia” in the “Meat Gastronomy” category. The young brand is the holder of the highest awards of prestigious competitions: “100 Best Goods of Russia,” IFFA, “Prodexpo”, etc. More details on: https://vyazanka.ru /
[1] For the period from 01.01.2020 to 31.12.2020, by the volume of purchases by households of the Russian Federation. According to the consumer panel of OOO GFK-Rus, the sample size is: 10 thousand households of the Russian Federation for sausage products, frozen semi-finished products, 20 thousand households of the Russian Federation for frozen fully cooked (finished products). Data collection method: scanning purchases.
[2] Data provided by Ipsos Comcon (Russia) on the basis of a regular study "Russian Index of Target Groups" 2020/4 wave.
The Vyazanka brand is included in the register of "Well-known trademarks in the Russian Federation". This is a unique event. The Vyazanka is the first well-known brand in Russia in the category of sausage products[2].
In total, more than 800,000 trademarks are registered in Russia, of which only 227 are recognized as well-known.
Tatiana Trifonova, General Director of Abi:"In 2012, Abi launched the “Vyazanka” brand on the market. This brand combines loyalty to traditions and the requirements of the consumer of the XXI century. As a result, the idea was born to modernize the once existing sausage in a cotton net. A unique format of sausage products was developed - compact, convenient, in a tight binding, due to which the sausage acquires recognizable, textured outlines.
The key thing is that the name of the “Vyazanka” brand was essentially visualized - the products are tied with a cotton net, the packaging contains an image of a cotton net, the advertising strategy is built on the connection of traditions, generations, families - "What links us together". All this predetermined that the products of the “Vyazanka” brand became one of the most beloved among Russian families.
The “Vyazanka” brand deservedly won love and recognition, was twice was recognized by consumers as the "№1 Brand in Russia", became the winner of the prestigious award "Product of the Year 2020", which is awarded to the most popular mass-demand goods.
According to opinion polls, the absolute majority of respondents - 93% - know the designation of the Vyazanka[3], 58% of respondents believe that it was the “Vyazanka” that became the first brand to start producing cooked sausage in a strapping[4].
Such a high result was achieved solely due to impeccable quality, a wide geography of sales and a large-scale advertising campaign.
The status of a well-known brand provides unconditional advantages – protection extends not only to the classes in respect of which the brand is registered, but also to "heterogeneous" goods. In addition, a well-known brand is valid indefinitely.
Abi often has to deal with attempts to copy our products in one aspect or another: appearance, name and other distinctive properties. It is fundamentally important for us to ensure the protection of our brands. We use all legal means to prevent encroachments on the intellectual property of Abi.
Recognition of the “Vyazanka” brand as a well-known brand guarantees maximum protection for it."
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat food products. According to the GfK consumer panel, Abi is the leader in sales in all categories of presence in the territory of the Russian Federation: "sausage products", "frozen semi-finished products" and "frozen fully cooked products"1. The structure of the company includes three modern factories in the territory of the Russian Federation, which specializes in the manufacture of products for consumers with different taste preferences. Abi portfolio includes the Vyazanka, the Goryachaya shtuchka, the Starodvorye, the Yadryona kopot. The company's distribution network covers almost all regions of the Russian Federation, the countries of the Customs Union - Kazakhstan, the Republic of Belarus, as well as Abkhazia, Azerbaijan and Uzbekistan. The company's products are available to more than 140 million Russians.
The Vyazanka brand helps mothers take care of their loved ones, gather them at one table and delight them with what they especially love. The assortment of the Vyazanka brand includes a variety of products created according to classic recipes with special attention to quality: sausages, ham, cooked sausages, nuggets, etc
. A distinctive feature of the brand's products is the use of a cotton net in the packaging design. According to research, 58% of respondents - consumers of cooked sausages - believe that it was the Vyazanka that became the first brand to start producing cooked sausage in strapping.
For several years, the Vyazanka has been the №1 brand [5] chosen by moms with children among all cooked sausage producers in Russia. The Vyazanka is a National Award Winner of “2020 Product of The Year” in the nomination “For Customer Care and Natural Ingredients.” In 2017 and 2019, the Vyazanka brand was recognized by consumers as the “№1 Brand in Russia” in the “Meat Gastronomy” category. The young brand is the holder of the highest awards of prestigious competitions: “100 Best Goods of Russia,” IFFA, “Prodexpo”, etc. More details on: https://vyazanka.ru /
[1] For the period from 01.01.2020 to 31.12.2020, by the volume of purchases by households of the Russian Federation. According to the consumer panel of OOO GFK-Rus, the sample size is: 10 thousand households of the Russian Federation for sausage products, frozen semi-finished products, 20 thousand households of the Russian Federation for frozen fully cooked (finished products). Data collection method: scanning purchases.
[2] In relation to goods of the 29th class of the MKTU "sausage products".
[3] Sociological survey of the WCIOM Foundation "The level of fame of the designation of the Vyazanka, June-July 2020. The general population: residents of 15 cities of the Russian Federation with a population of 1 million people or more, aged 18 years and older, personally buying sausage 1 time a month and more often. Quota sample: quotas were carried out in accordance with the socio-demographic data of residents of cities with millions of people buying sausage products, 1500 people.
[4] According to a study conducted by OOO Tiburon in February 2021 among consumers of cooked sausages aged 18 to 55 years. The sample of the study is 190 respondents. Methodology: online survey of Russian cities.
[5] The data are provided by Ipsos Comcon (Russia) on the basis of a regular study "Russian Index of Target Groups" 2020/4 wave.
In 2020, the total volume of Abi sales increased by 24% and amounted to 297 thousand tons. Revenue amounted to 45.5 billion rubles, which is 22% higher than in the previous period [1].
According to the GfK consumer panel, compared to 2019, the market growth rates in 2020 in Russia in the categories of the company's presence were: "sausage products" +3.4%, "frozen semi-finished products" +2.1%, "frozen fully finished products" +8.0%.
Indicator progression reflects the change in consumer behavior trends in 2020: for most of the year, Russians stayed at home, worked/studied remotely, which led to the need to cook a lot and often for themselves and their loved ones. Products with not only high flavor profiles, but also additional advantages in the form of convenience of use, ease of preparation and variety in home nutrition have become in high demand.
By the end of 2020, thanks to a balanced portfolio of consumer brands whose products are aimed at customers with different taste preferences, as well as federal distribution and comprehensive media support, Abi was able to strengthen its position in the industry.
For the second year in a row, the company is the leader in terms of sales in all categories of presence in the Russian market. In the category "sausage products", the share of Abi is 10.2% (+2.2 percentage points), in the category "frozen semi-finished products" 9.1% (+1 percentage point), in the category "frozen fully finished products" 15.8% (+1.2 percentage points). The growth rates of Abi over the specified period are significantly ahead of the market dynamics and are: 32.4%, 15.5% and 17.7%, respectively[2].
Tatiana Trifonova, General Director of Abi:«Abi is the market leader. The priority tasks for us are the stable provision of food throughout the Russian Federation, providing new employment opportunities, and the preservation of an active investment policy. Over the past year, we have increased the total output by a quarter. A significant increase was achieved in all categories of presence. This result was achieved thanks to the consistently high quality of products and the well-coordinated work of a professional team. The company continues to create additional jobs, while paying special attention to the health of employees and taking all necessary measures to create a safe working environment. We do not stop in our development and intend to continue to increase production volumes and market share: as the year 2020 showed, sausages, frozen semi-finished products and fully prepared food continue to be truly popular products, in demand even in difficult times."
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat food products. According to the GfK consumer panel, Abi is the leader in sales in all categories of presence in the territory of the Russian Federation: " sausage products", "frozen semi-finished products" and "frozen fully finished products"[3]. The structure of the company includes three modern factories in the territory of the Russian Federation, which specializes in the production of products for consumers with different taste preferences. Abi portfolio includes the Vyazanka, the Goryachaya shtuchka, the Starodvorye, the Yadryona kopot. The company's distribution network covers almost all regions of the Russian Federation, the countries of the Customs Union - Kazakhstan, the Republic of Belarus, as well as Abkhazia, Azerbaijan and Uzbekistan. The company's products are available to more than 140 million Russians.
[1] Revenue for 2020 according to the audited consolidated financial statements under IFRS.
[2] According to the data of the consumer panel of OOO GFK-Rus , the sample size is: 10 thousand households of the Russian Federation for sausage products, frozen semi-finished products, 20 thousand households of the Russian Federation for frozen fully finished products. Data collection method: scanning purchases. Sausage products include sausages, ham, cooked sausage , meat delicacies; frozen semi-finished products - dumplings, khinkali, pirogies, ravioli, manti; frozen fully prepared products - fried snacks, nuggets, chicken strips / wings / legs, pizzas, lasagna, shawarma, second courses, juliennes, burgers, pancakes, krolly (crispy pita rolls ), pies of various types.
[3] For the period from 01.01.2020 to 31.12.2020, in terms of the volume of purchases by households of the Russian Federation. According to the consumer panel of OOO GFK-Rus, the sample size is: 10 thousand households of the Russian Federation for sausage products, frozen semi-finished products, 20 thousand households of the Russian Federation for frozen fully cooked (finished products). Data collection method: scanning purchases.
Abi, a leading manufacturer of convenient and easy-to-prepare meat products, announces the appointment of Tatyana Trifonova as CEO of the company.
Tatyana’s key tasks will be to introduce new systems of corporate governance and control, to maintain a high growth rate and a leading position of the company in the market.
Tatiana Trifonova has been working at Abi for over 16 years. She began her career in 2004 as a lawyer. Between the periods 2006 to 2019, she has held various management positions in the company, moving from the head of the legal department to the deputy executive director for supporting processes and control. At the beginning of 2019, she headed the Department of Legal Affairs of Abi.
Graduated from Vladimir State University with a degree in “Jurisprudence.”
Tatiana Trifonova, General Director of Abi:
«“I am grateful for the trust placed in me. It is a great honor and responsibility to lead Abi - the industry leader in all categories of its presence. Strong brands, quality products, and a team of professionals allow me to say with confidence that we will be able to further strengthen the company's position in the market by implementing complex and ambitious tasks. "».
Dmitry Ivanov, Chief Operating Officer of Abi: «“Tatiana Trifonova has great leadership skills, managerial experience, and deep knowledge of the company. I am sure she will lead Abi to a new stage of development. "».
Abi is Russia's leading manufacturer of convenient and easy-to-prepare meat products. The company has three modern factories in Russia specializing in manufacturing products for consumers with different taste preferences. Abi includes the following brands: “Vyazanka,” “Goryachaya Shtuchka,” “Starodvor'ye,” and “Yadryona kopot.” The company's distribution network covers almost all regions in Russia, the Customs Union (Kazakhstan and the Republic of Belarus), as well as Abkhazia and Azerbaijan. The company's products are available to more than 140 million Russian residents.
[1] Between the periods of 01.01.2019 to 31.12.2019, it ranks first in volume of purchases in kilograms by households in Russia for products in the markets of sausages and sausage products, frozen semi-cooked food, and frozen fully cooked products. According to the consumer panel of GFK-Rus LLC, the sample size is 10,000 households in Russia for sausages and sausage products, frozen semi-cooked food, and 20,000 households in Russia for frozen cooked products.
