With the ÉCLAIR product line from the Tarta brand, ALVIVA GROUP plans to capture 20% of the eclair segment in national retail chains within one year.
ALVIVA GROUP is launching the ÉCLAIR line under the Tarta brand. Thanks to this new line of one of the most popular products in the soft confectionery category (with eclairs accounting for over 50% of the pastry segment in Ukraine*), ALVIVA GROUP aims to secure a 20% share of the eclair segment in national retail chains within a year.
The new product line includes four items: two classic flavors — FRENCH and CREAM — and two new unique varieties — CARAMEL and RASPBERRY with natural raspberry pieces. The products will be available to consumers in two packaging formats: a cardboard box (5 eclairs) and the popular individual flow-pack format.
Production of the new line began in April 2025 at LLC “La Tarta” in Kyiv. The production line is expected to reach its planned capacity of 500,000 eclairs per month within this year.
“Eclairs are the undisputed leader in the pastry category, accounting for more than half of the market. At the same time, we see a lack of strong quality offerings in this segment. This became the reason for leveraging our successful experience and the strong position of the Tarta brand, which is among the top five producers of soft confectionery in national retail chains, to fill this niche,” said Dmytro Danylovych, CMO of ALVIVA GROUP. “In addition, we took into account the rapidly growing popularity of individual packaging. Therefore, our new eclair line will also be available in a convenient and modern flow-pack format, and we are confident that the new products will quickly win consumers over thanks to their taste and convenient packaging.”
*Consumer survey by KANTAR among buyers of confectionery products who purchased sweets within the last month, aged 18–55, living in Ukrainian cities with populations over 20,000 excluding temporarily occupied territories and active combat zones. The survey included 600 online interviews conducted in September 2024 by Kantar Ukraine.