Also the fact that there are always 20% of consumers who reject private labels for chocolate powders, for various reasons such as doubts about product quality, protect ‘historical' brands from this new competition etc. This attachment to a brand is an undeniable benefit for brands, at a time when competition from distributors is a growing problem. Tags: Banania brand of chocolate powder, Banania's presence in the French market, Banania's popularity during World War Unit sales were down slightly when compared to 1990 (-6%) and is now estimated to be 45,000 tons per year. At the moment, 62% of the households in France buy chocolate powder back in 1996 the figure was 66%. The market for chocolate powder is declining. 1953, Banania reached the threshold of producing 5000 tonnes of powdered chocolate per year. In 1939, Banania produced 1,400 tons of chocolate powder and by the end of the war production had reached 2,500 tons, despite relocating the production site after the war. In the 1970's and early 1980's, Banania sponsored the Yellow Jersey of the Tour de France. Posters and reproduction tin-plate signs of the pre-war advertising continue to be sold. The original advertising has become a cultural icon in France. This humorous slogan was expressed patriotically to boost the French morale during the Second World War. It participated in the Colonial Exhibition in Paris and is famous for the slogan Y'a bon Banania'. To maintain its popularity throughout the twentieth century, Banania opted for a strategy involving communication and loyalty. The Banania brand in France is now owned by the newly-founded French company Nutrial, which acquired it from Unilever in 2003. Since then the company has acquired a vast reputation and established itself as the leader in the market for chocolate powder. Banania received its first success in supplying gourmet breakfast to the French troops during the First World War. Banania a widely popular drink is mostly distributed in France.
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