Pan auction will give the right to name classic sweets: see – 10/27/2023 – Market

The auction of the Pan brand (Produtos Alimentícios Nacionais) includes classic sweets from the heyday of the ABC chocolate factory in São Paulo. Whoever wins the name will also have the right to name 30 other products. The list includes Chocolate Coins, Chocolápis and Bala Paulistinha.

The brand was valued at R$27.6 million. Bidding will open on November 6th and the first place will run until the 9th. The auction will also be carried out by Positivo Leilões, the same company that mediated the liquidation of the company’s building and equipment, and bidding will be carried out virtually, at auctioneer website (click here to access).

Cacau Show purchased the building and land measuring 10,400 square meters in the Santa Paula neighborhood, an upscale region of São Caetano do Sul, for R$70 million. The company said it is evaluating whether it will also try to keep the brand.

With the money raised at this stage (vehicles and other equipment were also liquidated), Pan’s bankrupt estate must pay off all debts owed to employees. Fabio Rodrigues Garcia, from ARJ Administração e Consultoria Empresarial, judicial administrator of the factory’s bankruptcy, says he hopes that all labor debts will be paid off by March 2024.

In the receipt queue, the next to receive are creditors with real guarantees and the federal and state treasury. The money from the first auctions, however, will not be enough.

Garcia says that expectations are high with the sale of the brand. He believes that the auction will end in the first square.

“It’s a very good opportunity for anyone who wants to enter the food market or is already in the chocolate sector”, says the administrator. “It has great retrofit potential, it is an already established brand.”

The evaluation report approved by the Court calculates that the brand’s revenue could reach R$51 million in five years. The Pan brand is considered mature and consolidated and therefore, according to the report, could generate licensing royalties.

The chocolate factory filed for judicial recovery in 2020. At the beginning of this year, it filed for self-bankruptcy and, days later, the court declared the company bankrupt. At the time, it had 52 employees. Between the 1960s and 1980s, there were more than 200.

Pan became famous as the factory of chocolate cigarettes, later transformed into pencils, and which bore the image of the boy Paulo Pompeia, aged 9 at the time.

The chocolate cigarette was one of the first products manufactured by the factory in São Caetano do Sul. The Paulistinha Bullets and chocolate bars in the shapes of squares, fish and cigars are also from the beginning of the operation.

Pan’s industrial production began in 1936, one year after its founding. In the 1970s, it reached the capacity to produce seven tons of sweets per day and sold more than 3,000 boxes of chocolates per day. The company was the leader in revenue in the Brazilian market until 1984.

See the list of brands and products included in the Pan auction

Pan (the brand)
Gianduia Pan chocolates
Truffle Pan chocolates
Chocolapis Pan
Chocopan
Cric Crac Pan
Crispy Pan-American
Mint-Pan
Pan milk chocolate coins
Pan chocotofe
Pan flake Pan
Pan-bonbons with cognac
PanBall
Paulistinha Pan
Petit-Pan 2
Pomona Pan
Pop Pan
Pop Pan Pan
Pop Pan!
Balila
Bridge
Chocoalvo
Chocoman
Delicious
Majestic
Little
Nana
NoBreak
Picolino
Psst
Summer
Xuá
Zodiac