Pelmeni "Daria". History of the legendary product

2024 Author: Isabella Gilson | [email protected]. Last modified: 2023-12-17 03:14

Frozen semi-finished products are quite popular among the population. They provide a great 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 dumplings on the market. Daria dumplings can be called one of the famous products. Despite being out of production for several years, the success story was so colorful that many still remember the name.

Product history

Oleg Tinkov is one of the most successful businessmen of our time. He began to engage in entrepreneurship quite early, but none of the areas of his activity had anything to do with dumplings. As often happens in life, this was facilitated by a combination of circumstances. Once an accident happenedAcquaintance with a Greek businessman engaged in the sale of machines for the production of dumplings. That same evening, Oleg asked his wife if this product was in demand and if she was buying it. To which she replied that she constantly buys them so that there is always a supply in the freezer, since Daria's daughter simply adores them. Tinkov seriously thought about the idea of starting production.

Since Oleg was absolutely unfamiliar with this business, he called one of the companies in whose assortment this semi-finished product was, asking if it was possible to buy 100 kg of dumplings from them. After learning that their minimum shipment is 10 tons, he decided that it was possible to start a business.

Equipment was purchased from a Greek partner and production started in St. Petersburg. So in 1997, Daria dumplings appeared.

Conquest of the market

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

Tinkov was not taken seriously and was not considered a competitor, since the demand for dumplings of TM "Daria" was very modest compared to the products of other players. But after some three years, the situation has changed dramatically. Its daily production capacity was twice that of competitors.

Why was the project successful? One of the important factors was the way the product was promoted to the market. Advertisements appeared on the streets depicting naked female buttocks stained with flour. The inscription onthe poster read: "Your favorite dumplings!!!". Of course, the image made a lot of noise, but very quickly made the brand recognizable. Out of curiosity, customers began to choose Daria dumplings. And since the taste was at a high level, and the cost did not hit the pocket, the product quickly became one of the most chosen ones.

Change of ownership

According to Oleg Tinkov himself, it is interesting for him to create something new. But doing the same thing for many years is pretty boring. Therefore, in 2001, the dumpling business was sold to Roman Abramovich.

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

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

Dumpling scandals

The founder of the company is a fan of shocking the public with a rather controversial advertisement. Each time it brought recognition and quick profits with a relatively small investment. Therefore, it is not surprising that the female buttocks have become only the beginning in the promotion of Daria products. Tinkov and the following owners never rested on their laurels, so there was always a lot of noise around the company and the brand. Advertising wars led to competition with courts, in which they were not successful. What only worked for the company.

Expert review

Dumplings from several manufacturers have been selected for peer review several years before the product was discontinued. This was the subject of a TV show. In addition to taste sensations and appearance, it was checked to what extent the real composition corresponded to that indicated on the package. It turned out that the Daria dumplings did not pass the test, the manufacturer added soy, but did not put information about its presence on the packaging.

A later comment was made that the company did indeed use soy. But it was of very high quality, its cost can sometimes be higher than meat. This was done in order to improve the taste, and the biased attitude of Russians towards soy has no basis.

Thus, a very successful start of the company and gaining a good position in the market did not mean a long and glorious history. The brand didn't even last two decades, which could be another testament to how fierce the competition in the frozen convenience food market has become.