Ethnic importer expands

Krinos Foods Canada, a major importer and manufacturer of Greek and Mediterranean foods, is going mainstream.In late January, the Concord, Ont.-based company will launch a grocery store line of 20-plus Krinos-brand olives, peppers, ground sesame seeds, and other products.Krinos General Manager...

Krinos Foods Canada, a major importer and manufacturer of Greek and Mediterranean foods, is going mainstream.

In late January, the Concord, Ont.-based company will launch a grocery store line of 20-plus Krinos-brand olives, peppers, ground sesame seeds, and other products.

Krinos General Manager Alexander Alexakis says he will support the product launch with print ads and in-store sampling, adding he has initiated a search for an agency-of-record to handle the account.

Although Krinos has yet to begin seeking store listings for the new line, Alexakis says he expects it will be picked up by all the major store chains.

Specialty stores

Krinos got its start in Canada 29 years ago distributing its goods to ethnic specialty stores.

Six years ago, it gained entrance to the major grocery chains as a bulk foods supplier, and now Alexakis says he hopes to establish the Krinos name on ‘the grocery shelf side of retail stores.’

In attempting to do so, Alexakis is following in the steps of Krinos’ sister company in the u.s., which successfully managed a similar bulk-bin to store-shelf shift three years ago.

Alexakis says the brand push is part of a strategy to establish Mediterranean foods as mainstream consumer items.

Potential

As proof of the market’s potential, he points to the results of a recent study that shows steady growth in the number of restaurants in Canada that specialize in Mediterranean fare.

In addition to the new line of jarred products, Krinos will relaunch its nationally listed frozen phyllo pastry dough in the spring.

Also slated for the freezer section are several yet-to-be determined appetizer and dessert items made from phyllo dough.

As well, two months ago, the company introduced a branded feta cheese, Feta Cheese from Greece, in supermarket dairy sections.

And in January, it will launch a new Canadian-made feta cheese, also in the dairy section.