Yolas produces premium popsicles for a young market, introducing a mix of retail strategies to reach them
01Offices in Buenos Aires, Argentina
Founded in 2016
Yolas developed unique techniques to take the traditional flavours into a sustainable popsicle form
04The star product is the cake popsicle
A cookie base with traditional ice cream and sauce, emulating cheesecake with strawberry and maracuya and chocolate versions.
They offer 24 flavours, with chocolate baths and 8 toppings, creating dozens of possible combinations
B The Biz
● The problem
Bringing a new product into a traditional ice cream market, while appealing to a younger demographic without loosing quality
● The biz model
05A mixed B2C model
Yolas established it’s own cafes/ice cream shops, alongside 6 kiosks in big city malls. Smaller selling kiosks are also found in Cinemas and Chungo’s own shops.
They also have foodtrucks to create selling points in fairs and events, both public and private like weddings or corporate meetings.
08Tools to create and manage
Yolas uses Wrike for communication and project management. Microsoft To Do for to-do lists. Whatsapp groups along the company departments. For the customers, they are present in most take away apps like Glovo and PedidosYa.
● The Customers
Chungo it’s been working with the third sectors for years, helping organizations like Fundación Flexer, TEDx, Fundación Huerta Niño and INICIA.
The company is a spin-off of traditional argentinean ice cream maker Chungo, a family-business with more than 40 years of experience making quality products
After a customer analysis, they decided to create a new brand for a younger audience, as Chungo consumers are mostly 30 to 40 years and the brand is family oriented.
● BRAND HISTORY
The team had the idea to make popsicles years before creating Yolas. A market research around the world signaled that this kind of product was about to surge in local consumers, clearing the path to start the business.
M The Market
● The Quality
A longstanding tradition
The argentinean ice cream is known for it’s world class products, due to a long standing culture for the sweet cream, good local sourcing fruits and a italian heritage
● The Industry
Small and competitive
Argentina exported more than 3,100 tons of ice-cream in 2017, being a small player mostly focused in the internal market and neighbours Uruguay, Paraguay and Chile, the south american leader in consumption.
As foodie trends go mainstream, ice cream in Argentina is becoming more innovative and sophisticated, catering to new tastes like lactose and gluten free, vegan versions, exotic mixes and formats.
● The Local Customer
Argentineans enjoy the traditional artisanal ice cream way more than industrial, supermarket alternatives. They love creamy flavours like chocolate, strawberry and traditional milk sweet.
Per capita consumption is 7kg/year, far below world leader New Zealand with 28.4kg/year, signalling a lot of room for growth.
● The Players
Living classics include Chungo, established in 1979 with more than 30 stores, Freddo founded un 1969 and Helados Daniel, with more than 40 years in the market.
● The Players
Bigger chains involving more cities in Argentina’s vast territory include Grido (Cordoba province) with more than 1500 shops nationwide and Glups, with fewer stores but a strong offer of retail products.
In the industrial scale, Arcor is the clear leader, being one of the country’s main exporter.
● The Players
Smaller companies are pushing for premium products like Volta and Lucciano’s with a segment offering boutique options like Guapaletas, Goodstën Creamery, Occo, Haulani, and traditional patagonian chocolatier Rapa Nui.
P The People
● The Team
A mixed team including the leadership of Chungo partnered with Martin Godoy’s company, adding decades of experience establishing retail ventures.
Ariel is the president of Chungo and Yolas and son of the original Founder. He studied Business Administration at Universidad de Palermo and took courses in IAE, UB and UBA. He leads the company with his brother Mariano and collaborators.
Martin comes from the retail world, with more than 20 years of experience