In line with its growth and diversification strategy, Newsan Group continues to consolidate its presence in the Mass consumption segment, luego de su ingreso al negocio en julio de 2024 a través de la adquisición de la operación local de P&G Argentina.

From that moment, and with the aim of generating strong sales growth that results in an operation of USD 1,000 million per year for three years, the company carries out a structured reconversion plan in three phases, with focus on operational continuity, the expansion of categories and commercial repositioning. As the first initiative, a milestone was marked with the launch of the national campaign "First brands lower prices ", with the aim of bringing quality products to more consumers.

In the initial phase of your plan, which includes the first 100 days, Newsan opted for ensure both operational and team and collaborators continuity de la empresa, y cumplir con los compromisos contractuales con Procter & Gamble Internacional. De esta manera, se hicieron cargo de la planta de Villa Mercedes, San Luis, manteniendo a sus colaboradores.

On the other hand, among the purposes of the second phase, called "Transition Plan", is the Incorporation of new talents, where 100 positions were already added, the protection of the brands and the company's equity, and the reconnection with the clients together with the recovery of Market Share.

As for the Third stage, which has as focus the expansion and growth, its objective is to expand the brand portfolio and expand to new categories and products that promote the development of this unit, such as Herbal Essences, Old Spice, Oral-B and Braun. Marks will also be incorporated into the portfolio that will be announced soon, including Cascade, Tide, Freeze, Aussie and Prilosec, among others.

In turn, the company is carrying out an ambitious digital transformation plan, incorporating the latest technologies in applications, such as Salesforce and Oracle.

With this reconversion plan, the mass consumption business unit seeks to access new sales channels and customers, enhance commercialization on all roads and redefine a more agile and flexible business logistics.

"Our commitment is clear: we want to return to the brands of Procter the brightness they always had. From day one we go out with a definite proposal to the market, aiming to growth and expanding access to quality products. Today we are investing, accelerating and building a world class operation in mass consumption," express Romina Fernández, general director of the Newsan Mass Consumer Business Unit.

In this way, Newsan enhances this unit with its already consolidated areas in electronics, appliances, export of food, energy and urban mobility, reaffirming its commitment to productive development and Argentine employment.