Soletti

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Soletti
Companies Kelly / Intersnack
Justification of the brand 1949
origin Zach Bakery, Feldbach (Styria)
Product group Salty snacks
Branch Food and luxury foods: Salty snacks
Claim "Soletti ... always with you!"
website www.soletti.at
Brand type Umbrella brand
Lead product Soletti pretzel stick

Soletti is the best-selling brand for salty snacks in Austria and is sometimes synonymous there with pretzel sticks . In addition to pretzel sticks, various baked products such as crackers, mixes and pretzels are now sold under the Soletti brand.

history

This brand was invented and first produced in 1949 by the Zach bakery in Feldbach in Styria, which had been in existence since 1901 . Originally, pretzels made from thin pasta were sold, among other things. Since the manual shaping of the pretzel required a considerable amount of time, it was considered how the pretzel could be produced more quickly and easily. This gave rise to the idea of ​​simply baking these "noodles" in a straight shape - and the pretzel sticks were born! The well-known Soletti pretzel sticks are 11 cm long and the Super Size twice as long, namely 22 cm. Originally only those thin pretzel sticks were called "Soletti". The pretzels and other types of pretzels were later sold under this name.

1985 the company in Feldbach was taken over by the Kelly company. About 135 people are employed there (as of 2015). In 2018 Kelly had total sales of 183 million euros.

50 million pretzel sticks pass through the baking street in the Styrian Soletti factory every day. Every year 480 trucks bring around 12,000 tons of Austrian wheat flour for the production of the popular Soletti products to Feldbach. All raw materials such as flour and salt are sourced from Austria.

The Zach Bakery was also known in Austria for its Zach rusks .

Soletti started a cooperation with Backaldrin in 2009 and both of them jointly developed the Mini-Kornspitz , which has been available in stores since April 2010.

In 2018 Soletti expanded its range to include Soletti CHIPSCracker. Baked thin and crispy in the oven, the unique potato CHIPSCrackers are reminiscent of chips and offer the full flavor with a significantly lower fat content than deep-fried potato chips. Soletti CHIPSCracker are salted and, since 2019, have also been available in an attractive cheese shape with a cheese flavor.

The Soletti brand

The Soletti brand is managed as an umbrella brand with the lead product Soletti Salzstangerl. Various types of pretzel and savory biscuits are sold under the Soletti brand. Joe Soletti is the brand's mascot and can be seen on every package. With a market share of around 40% in the baked segment, it is the clear market leader in Austria and is there for some as a synonym for pretzel sticks.

Soletti brand products are not only sold in Austria, but also exported to almost 40 countries worldwide.

Products

Soletti has the following products in its range:

  • Pretzels: Soletti Salzstangerl, Soletti SuperSize salt and sesame, Soletti baby pretzel, Soletti heart leaf mix
  • Pretzel CHIPS: Soletti salted pretzel chips
  • Mixtures: Soletti Happy Mix, Soletti Knabbermix, Soletti Goldfischli Mix
  • Crackers: Soletti CHIPSCracker salted, Soletti CHIPSCracker cheese, Soletti goldfish, Soletti mini kornspitz

philanthropy

Soletti has been supporting the Austrian Red Cross since 2006 by providing blood donors with Soletti products after their donation.

Herbert Prohaska as testimonial

As with Kelly , Soletti has also been advertising with footballer Herbert Prohaska as a testimonial since 2013 .

Individual evidence

  1. ^ A b Udo Wagner: Case studies from Austrian marketing practice. 3 (2003) , Facultas Verlag, 2003, ISBN 3-85114-725-1 , page 268.
  2. ↑ Soletti researches the future in Styria . Website standard.at. Retrieved October 26, 2015.
  3. ↑ [1] website Kelly.at. Retrieved October 28, 2019.
  4. ↑ [2] website Soletti.at. Retrieved October 28, 2019.
  5. ↑ AC Nielsen including Hofer / Lidl. Retrieved October 28, 2019.
  6. ↑ [3] Retrieved October 28, 2019.
  7. ↑ Soletti products . Website soletti.at. Retrieved October 28, 2019.
  8. ↑ Soletti for blood donors . Website cash.at. Retrieved October 26, 2015.
  9. ↑ Herbert Prohaska becomes a testimonial for Kelly's . Website werbeplanung.at. Retrieved October 26, 2015.

Web links