Tutti-Frutti Bettercreme® Fun™ Takes Brazil

Since kids have a knack for finding something to celebrate every day of the year, Rich Products Corporation keeps looking for more ways to help liven up the party.

Recognizing the huge opportunity in the children's segment of cakes and desserts, Rich Products Brazil created an innovative icing whose great tutti-frutti flavor and festive appearance appeal to both kids and adults. Created from the smooth, creamy and flavorful taste of Rich's Bettercreme® whipped icing, Brazil's Bettercreme Fun™ tutti-frutti flavored icing was introduced through a "Happiness Everyday" campaign that encouraged both celebration and impulse purchase.

The demand was more than double the amount projected when the blockbuster tutti-frutti icing was launched in the fourth quarter of 2010.

Bettercreme Fun has great potential for numerous applications because of its neutral color and universally popular flavor, explained Gerson Botelho, marketing manager at Rich Products Brazil, in São Paulo.

"We expect this to become a permanent item in our portfolio," Botelho said. "Because young people celebrate every day, we anticipate long-term benefits from Bettercreme Fun and can provide customers an array of merchandising ideas appealing to moms and kids."