En 1996, Unilever apostó por el mercado peruano de helados con su marca Bresler, creyendo que había espacio para desafiar a D'Onofrio, una marca ya profundamente arraigada en la cultura del consumidor local. Sin fábrica propia en el país y dependiendo de importaciones desde Chile y Venezuela, Bresler operó desde el principio con una desventaja estructural que el mercado no perdonaría. Cuando el gobierno elevó los aranceles en un 150% a finales de 1997, lo que ya era difícil se volvió imposible, y la marca desapareció en 1998, dejando como único rastro un viejo anuncio en YouTube. Su historia e
LaRepública.pe
· Dec 05, 2021
· economy
· 1 min read
Medium
Sourcing: Characterized
Why Bresler Ice Cream Vanished from Peru's Market in 1998
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Economy & Finance
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Bias & Framing
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Geopolitical Impact
🌎
Unilever's Bresler ice cream brand exited Peru in 1998 due to tariff increases (150%) and inability to compete with D'Onofrio despite initial market opportunity.
Escalation Risk
low
Confidence
HIGH
Peru
Chile
Venezuela
Demonstrates how tariff policies and local market dominance by established competitors (D'Onofrio) can exclude foreign multinational corporations. Reflects Peru's protectionist trade measures in late 1990s and the advantage of domestic incumbents with local production capacity.
Similar to 1990s trade protectionism patterns across Latin America; reflects broader regional trend of tariff barriers protecting domestic industries against foreign competition during post-liberalization adjustment periods.
Economic Lens
📈
Unilever's Bresler ice cream brand exited Peru's market in 1998 after failing to compete with D'Onofrio, hampered by import dependency, low market penetration (8%), and a 150% tariff increase in 1997.
Market Signal
bearish
Confidence
MED
Food and Beverage Manufacturing
Retail and Distribution
Import/Export Trade
Consumer Goods
Consumers lost a competitive alternative in the ice cream market, reducing choice and potentially allowing D'Onofrio to maintain higher prices with less competitive pressure. The tariff increases that drove Bresler's exit likely increased import costs for other consumer goods.
The case illustrates how tariff policy (the 1997 increase) can significantly impact foreign direct investment and market competition. Peru's protectionist tariff measures may have protected domestic producers but reduced consumer choice and foreign investment in the food sector. Future trade policy should balance protection with market competitiveness.