Agros Nova dumps Sonda brand for bright new Pysio

Following the sale of its production plants in Tarczyn, Herby and Białystok, the management is beginning to clean up its brand portfolio. The main aim of this is to withdraw the well recognized Sonda brand from the juice market, as its placement is designed to primarily appeal to older rather than more affluent younger consumers. "We have decided on a rebranding process, that is a gradual transfer from a valued brand which was functioning on the market for several years to a new one," said Agros Nova president Rober Niewiadomski. Sonda is to be replaced by the Pysio brand. "Sonda was a strong brand in the carrot juice category. Meanwhile, the company has several other strong brands in this category and must decide which one to invest in," said Grzegorz Kowalski from research company SMG KRC. According to Agros Nova representatives, the sales dynamics of the Pysio brand exceeded 250% during the first half of 2004. (Puls Biznesu, p. 10) A.K.