Exhibiting at Anuga Select Brazil 2025

Produnoa S.A. is a leading Argentine beverage manufacturer based in La Banda, Santiago del Estero. Best known for its flagship brand Secco, the company produces a wide array of carbonated soft drinks, flavored waters, and mineral water products catering to the mass-market segment across Argentina and select Latin American countries. With a focus on affordability, variety, and national distribution, Produnoa has positioned itself as a dominant player in the regional non-alcoholic beverage sector.

History and Core Business

Founded in northern Argentina, Produnoa S.A. emerged to serve a growing demand for locally produced, competitively priced soft drinks. Over the years, the company invested in scalable production infrastructure and developed strong brand equity through the popular Secco product line.

Its core business includes:

• Manufacturing of carbonated beverages
• Bottling and distribution of flavored and mineral waters
• Product innovation under the Secco brand
• Expansion into retail and distribution networks throughout Argentina

Produnoa's strategic location in Santiago del Estero supports efficient access to regional markets and natural water sources.

Product and Service Offerings

Under the Secco brand, Produnoa offers an extensive portfolio across several beverage categories:

• Carbonated Soft Drinks:

  • Secco Cola
  • Secco Naranja (Orange)
  • Secco Pomelo (Grapefruit)
  • Secco Manzana (Apple)
  • Secco Lima Limón (Lime Lemon)
  • Secco Multifruta (Mixed Fruit)
  • Secco Uva (Grape)
  • Secco Tónica (Tonic)

• Flavored Waters:

  • Secco Limón
  • Secco Pomelo Intenso

• Mineral Waters:

  • Secco Agua Mineral

• Sodas:

  • Secco Soda

These products are packaged in various formats (1.5L, 2.25L, etc.), optimized for retail, wholesale, and institutional consumption. Secco products are widely available in supermarkets, convenience stores, and local kiosks throughout Argentina.

Specialization and Unique Selling Proposition

Secco distinguishes itself in the Argentine beverage market through:

• Price accessibility, offering affordable alternatives to multinational soft drink brands
• Flavor diversity, catering to traditional and emerging taste preferences
• Strong brand recognition in northern and central Argentina
• Adaptable packaging suited to various retail formats and logistics requirements

The company’s ability to maintain competitive pricing while delivering consistent quality has earned it a loyal consumer base in price-sensitive markets.

Financial Performance

Produnoa does not disclose public financial data; however, its sustained market presence and extensive product variety suggest stable cash flow and strong regional demand. Industry insiders consider Secco among the top domestic beverage brands in Argentina by volume in the carbonated segment, especially outside of major metropolitan areas.

Shipment and Export Activity

While the majority of production serves the domestic Argentine market, Produnoa has initiated exports to neighboring countries. Distribution includes:

• Paraguay
• Bolivia
• Northern Chile

These markets favor Secco’s cost-effective positioning and adaptable flavor portfolio. Export volumes are growing, especially for carbonated drinks and soda water.

Target Market

• Budget-conscious consumers
• Supermarkets and local grocers
• Distributors and wholesalers
• Institutional buyers (restaurants, schools, canteens)

Secco serves both urban and rural markets, maintaining accessibility across different socioeconomic segments.

Capabilities

• Automated bottling lines for multiple SKUs
• Integrated logistics and distribution hubs
• High-capacity water sourcing and filtration
• In-house product development and flavor formulation
• Private label capabilities for select markets

The production system is designed to meet both high-volume demands and flexibility in packaging.

Certifications and Compliance

Produnoa operates under Argentine food and beverage regulations:

• ANMAT (Administración Nacional de Medicamentos, Alimentos y Tecnología Médica)
• Provincial health authorities in Santiago del Estero

The company implements quality control processes aligned with good manufacturing practices (GMP) and beverage safety standards to ensure product consistency and regulatory compliance.

Customer Testimonials

Secco drinks are widely discussed in social media for their value-for-money positioning and distinct flavors. Consumers often praise the Secco Pomelo and Secco Manzana varieties for their refreshing taste and affordability. Regional loyalty is strong, particularly in the interior provinces of Argentina.

Major Achievements

• Established Secco as a national brand with significant penetration in northern Argentina
• Expanded distribution to international markets in South America
• Developed one of the largest beverage portfolios among domestic Argentine producers
• Modernized production facilities to support scalable, cost-efficient manufacturing
• Built a recognizable and trusted household name among working-class communities

Produnoa S.A. continues to grow its Secco brand by combining regional expertise, affordable pricing, and product diversity, fulfilling the beverage needs of millions of consumers across Argentina and beyond.