Pelmeni "Daria". History of the legendary product

Frozen semi-finished products are quite popular among the population. They provide an excellent opportunity to quickly prepare a delicious dinner. The ability to save time is very important for a modern working person. Since the demand for fast food products is at a stable high level, many manufacturers have launched a variety of pancakes and vareniki on the market. One of the famous products can be called dumplings "Daria". Despite the fact that they have not been produced for several years, the success story has been so vivid that many people remember this name until now.

The history of the product

Oleg Tinkoff is one of the most successful businessmen of our time. He began to engage in business quite early, but to dumplings, none of the areas of his activities had anything to do. As often happens in life, this was due to a combination of circumstances. Once there was an accidental acquaintance with a Greek businessman engaged in the implementation of machines for making ravioli. That same evening Oleg asked his wife if this product is in demand and whether she buys it. To which she replied that she was getting them all the time, so that she always had a stock in the freezer, as they were simply adored by her daughter Daria. Tinkoff seriously thought about the idea of starting production.

Since this business was absolutely not familiar to Oleg, he called one of the companies, whose range was this semi-finished product, with the question whether they can buy 100 kg of pelmeni. Learning that their minimum shipping is 10 tons, he decided that you can start a business.

The Greek partner purchased equipment, and production began in St. Petersburg. So in 1997, the dumplings "Daria" appeared.

The conquest of the market

When the product only appeared on the market, there was no fierce competition yet. But at the same time, buyers often preferred the proven product of the brand "Talosto", as the oldest and best known.

Tinkov was not taken seriously and his competitor was not considered, as the demand for dumplings TM "Daria" was very modest in comparison with the products of other players. But after some three years the situation changed dramatically. The daily volume of production at its facilities was twice as high as that of its competitors.

Why was the project successful? One of the important factors was the way to promote the goods on the market. On the streets there was an advertisement with the image of naked female buttocks, stained with flour. The inscription on the poster read: "Your favorite dumplings !!!". Of course, the image did a lot of noise, but very quickly made the brand recognizable. Buyers have become curious to choose dumplings "Daria". And since the taste qualities were at a high level, and the cost did not hit the pockets, the product quickly became one of the most selectable.

Change of owners

According to Oleg Tinkov, it is interesting for him to create something new. But to do the same thing for years is pretty boring. Therefore, in 2001, the sale of pelmeni business to Roman Abramovich took place.

Over the years of development, a wide range of products has appeared under this brand and under some others.

But in 2014 the project is completely closed by the David Davidovich company, which at that time controlled the brand. The explanation of such a serious step was the change in the sphere of business, where dumplings "Daria" and all other products of the same name TM were superfluous.

Scandals around dumplings

The founder of the company is an amateur to shock the public with a rather controversial advertisement. Each time this brought recognition and quick profit with relatively small investments. Therefore it is not surprising that the female buttocks became only the beginning in promoting the products of "Daria". Tinkoff and the following owners never stopped on their laurels, so there was always a lot of noise around the company and the brand. Advertising wars led to meetings with competitors in courts in which they were not successful. What only worked for the company on hand.

Expert review

Several years before the production was stopped, the pelmeni of several producers were selected for peer review. This was devoted to the telecast. In addition to taste sensations and appearance, it was checked how real the composition corresponded to that indicated on the package. It turned out that the test did not go dumplings "Daria", the manufacturer added soy, but information about its availability on the packaging did not cause.

Later, a comment was made according to which the company really used soy. But it was very high quality, the cost of it can sometimes be higher than meat. This was done in order to improve the taste, and the prejudiced attitude of Russians to soybeans has no basis.

Thus, the very successful start of the company and the winning of good positions in the market did not mean a long and glorious history. The brand has not existed for two decades, which can be another confirmation of how tough competition has become in the market of frozen semi-finished products.