How to open your own production of breakfast cereals

Food industry Groceries

The so-called "breakfast cereal" is a product of our time, which is referred to as bread yeast-free products. Ready-to-eat foods include cornflakes, granola and extrusion products (balls, rings, sprockets, pads, and other types of such cooked breakfasts). They are distinguished by good taste, healthy and low-calorie, do not require much time for preparation, are easily digested due to the special technological processing of the feedstock. Just pour them into milk, yogurt or kefir - and breakfast is ready.

The main component that is part of such products is grains and cereals that undergo pre-processing. Then they are mixed with various additives (fruits, nuts, etc.).

In general, the entire market for instant products is currently experiencing rapid growth (according to various estimates, about 40% per year). The volume of this market in value terms is over $ 150 million. The stores offer a wide range of breakfast cereals of various manufacturers with different tastes and fillings. In total, in retail chains you can most often find products of 15 domestic manufacturers. There are much more brands under which products are sold through retail chains, as many manufacturers bring several names to the market at once.

The main part of breakfast cereals is intended for children, as can be seen from their name and packaging design. This is due to the fact that most adult consumers (60%) eat ready-made breakfasts no more than two to three times a month. But for children they are bought regularly. 25% of consumers prefer products of one brand (usually the one they saw in the advertisement - Nestle is the leader), 23% buy products of two or three brands. 30% do not pay attention to whose products they purchase (here, the presence of goods in retail stores and packaging design takes first place). And the remaining share of buyers purchases products from one manufacturer within a few weeks, then changes their preferences.

Breakfast cereals are products that are equally in demand throughout the year, regardless of the season. The results of public opinion polls indicate that the vast majority of people (about 90%) are quite satisfied with the range of ready-made breakfasts that are presented in retail chains. However, when asked if they would like to try new products, 76% answered positively.

The amount of start-up capital required to open this type of business, and its profitability directly depend on the technology of making breakfast cereals, the raw materials and equipment used (not only for production, but also for packaging of finished products), recipes, production volumes and other factors.

The technology for the production of granola and cereal is quite complicated, but, as a rule, it differs little from different manufacturers. However, as in any other business, if you want to succeed in this area, you need to have extensive experience in the production and marketing of such products or seek help from specialists. The main difficulties that you will encounter are related to the development of recipes for making breakfast cereals, the acquisition of rather expensive equipment, the promotion of your products on the market and the organization of its marketing.

Each company develops recipes for the preparation of finished products independently. As a rule, they are a strictly guarded trade secret. The most important thing is the correct selection and ratio of all components. For example, it is known that buckwheat flakes cannot be mixed with peanuts, as they interrupt and distort each other's taste.

Breakfast cereals is an initially inexpensive product, so most Russian consumers are not yet ready to spend more than 50 rubles for 200-250 grams of cereal. Therefore, many domestic manufacturers are trying to minimize the cost of their products using cheap components. For example, peanuts, which are much cheaper than walnuts or hazelnuts. On the other hand, the taste of a product is no less important than price. Perhaps people are more likely to buy a pack of cheap cereal, even an unfamiliar brand. But with the poor taste of the product, you should not count on a repeat purchase.

When forming an assortment line, it is necessary to pay attention, first of all, to the preferences of consumers. According to demand studies, fruit granola is the most popular among buyers. Moreover, the higher the content of fruit powder in them, the better.

In the production process, raw materials (grain) undergo several technological procedures. Product quality directly depends on the quality of the raw materials used and on compliance with all process parameters.

The grain is first cleaned of impurities. Then it goes through steam treatment, boils until soft. After which it is flattened, swollen and extruded. The most effective method of preparation is the so-called bloating. Pre-moistened grain is heated by exposure to high frequency currents or a powerful stream of infrared radiation. In some cases, a sharp pressure drop from high to normal or too low is used.

Oatmeal, by the way, is produced by a similar, but more simplified technology: the seeds are cooled, then flattened on a special roller machine with smooth rolls. The thickness of individual flakes is less than 0.5 mm. Since the quality of the finished product is crucial, then at each stage of production it passes strict control at once according to several parameters, including moisture, powderiness (how easily the flakes crumble into flour during packaging and transportation), digestibility (when it comes to granola), etc. .

Manufacturers are not always able to ensure the proper quality of the produced flakes, therefore, many small companies purchase ready-made flakes, add fruit powder and other additives to them and pack the finished "semi-finished product".

Fruit sprinkling is easier. The fruits are washed, chopped and dried. It is believed that the highest quality of such crushing can be achieved by sublimation (dehydration) of the feedstock. But this technology is quite expensive, and most manufacturers prefer to simply dry fruit slices under the influence of high temperatures. The most common types of fruit additives are apples, bananas, raisins. Processing of these products can be done automatically, and they are inexpensive. But when using more exotic fruits, you may encounter difficulties. For example, figs are too sticky, therefore, with the automatic packaging of such dried fruits, the mechanical packer will not cope with the work. In this case, you have to work manually.

However, the vast majority of breakfast cereals are based on local products. This greatly simplifies the process of purchasing ingredients and production. It will be enough just to strictly follow the recipe, mixing the desired proportions of cereal and additives (as a rule, in the ratio of 70-80% of cereal and 20-30% of additives). Finished flakes and other extrusion products are immediately packaged in polypropylene bags.

Muesli is made even easier from ready-made components: all ingredients are weighed and dosed, according to the recipe. The grain is poured into a drag pan and mixed. Then the mixture is packaged and ready-made fruit powder is added to it. At the same time, cereals are served on one conveyor, and additives on another, so the packaging process is very fast. At the last stage of production, packages are sealed, packaged in boxes or labeled with labels and placed in cardboard boxes for transportation.

Of course, you cannot do without special equipment for the production of breakfast cereals. Experts recommend purchasing universal equipment that is used by most manufacturers and which allows you to produce not only cereals, but also other products, including corn sticks, pads and other extrusion products. A full set of specialized universal equipment of Russian production with a capacity of 1000 kg / h will cost about 3.5 million rubles. You can find more inexpensive options. For example, take a line of lower power. About another million rubles will be needed to rent space for equipment and warehouses, debugging and setting up the line.

Keep in mind that the placement of equipment and the layout of the workshop, including the width of the aisles for servicing equipment, must meet certain requirements. However, the construction of the plant from scratch will cost several million rubles, so it is better to rent premises at the already functioning food product factory. Pay attention to the location of your future production. It is desirable that this is the outskirts of a large city. On the one hand, this will help reduce the cost of delivery, and on the other hand, you can save a little on rent.

The production line takes up a lot of space: the components of the finished breakfast pass over the entire cycle over 50 km through conveyor belts. To place the equipment you will need an area of ​​at least 250-300 square meters. m. Do not forget about the area under the warehouses, which will be about 100 square meters. m

Another item of expenditure is the salaries of the personnel who service the production. To work on one line for the production of cereals, 5-7 people per shift are enough. The same amount will be needed to service the site for the production of fruit additives. Control over workers and the production process is carried out by the technologist. The average wage of a worker is about 8-10 thousand rubles a month. The technologist receives from 15 thousand rubles, depending on the region. The salary fund of such an enterprise is at least 100 thousand rubles a month.

As experienced entrepreneurs say, it makes no sense to start production without having an already established sales network for finished products. As a rule, products such as breakfast cereals are sold through large and medium-sized wholesale companies. The best option is to agree on the sale of your products in large retail chains. However, it will cost a lot. Breakfast cereals, despite their low weight, are voluminous and take up a lot of space on store shelves. At a relatively low price and a small trading margin, it is unprofitable for large retail chains to increase the range of such products. Therefore, most often flakes and granola are sold through small outlets.

Small manufacturers working exclusively for their region sell goods directly to retail chains and individual stores and / or sell them directly to end consumers, including home delivery.

Regardless of the volume of production, advertising is indispensable. First you need to establish sales so that your product is presented in as many stores as possible. Then you can launch image advertising and hold promotions from time to time that will help you win the loyalty of your customers. You must first register your own brand, otherwise you will not be able to successfully promote your products. In advertising, the emphasis is on a specific group of consumers. Despite the fact that the products practically do not differ in nutritional value and taste characteristics, manufacturers position them for a specific narrow category of consumers: for children, as diet food, for office workers, etc. Minimum advertising costs (without television commercials) ) will average 50 thousand rubles a month.

So, the starting capital, which will be required to open our own production of breakfast cereals of various types - from corn flakes to granola, will be at least 6 million rubles. The monthly profit of such an enterprise will be about 200 thousand rubles, and the average monthly turnover is 1.2-1.5 million rubles. Average monthly costs reach 200 thousand rubles. The profitability of this type of business is estimated at 30%.

Liliya Sysoeva

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