The owner of the Plusbelle, Okebon, Honeycomb, Ace, Magistral and Fox brands, anticipates launches and improvements in capacity and efficiency in their four plants
04/22/2025 – 13: 20hs
The National Mass Consumption Company Dreamcoa place was already made in practically all Argentine homes, with their recognized Plusbelle, Okebon, Federal, Honeycomb, Ace, Magistral and Zorro brands, among others. Now, plan one investment of 10 million dollars to continue growing in the local market but also paste a Jump to the region.
It will not imply the hiring of more personnel. “The same payroll we have today in Dreamco is the one that will be occupied, with more efficiency and greater capacity,” they said from the company.
With this disbursement they anticipate new releases, technological renovations, automatisms and extensions of capacity and general infrastructure in their Pilar, San Justo, Garín and Morón plants.
The launches did not wait, in fact in March the company Read the cleaning products of the ACE brand After four years of absence in Argentine gondolas. Traditional liquid or powder soaps are already achieved to wash clothes, in addition to the concentrated liquid version to dilute, which is a brand novelty in a segment that convinces more and more consumers who prefer it to cut expenses and space.
“This investment is another step in our goal to continue expanding and consolidating us as a relevant actor not only in Argentina but also throughout the region. We feel prepared to continue moving forward with a plan that will lead us to Bill more than 500 million dollars in the next 5 years“said Jonathan Gerszberg, president of Dreamco.
In addition to his strong presence in Argentina, Dreamco already exports to Chile, Uruguay and Paraguay. With this disbursement he hopes to take advantage of new opportunities for expansion towards other segments and countries.
What is Dreamco?
Dreamco is today among large productive companies in Argentina. It stands out in mass consumption products in personal care segments, home and food care (cookies). In some of these items it is almost the only local alternative to multinational brands.
It was founded at the end of 2021, with the then ALICORP PRODUCT portfolio and its three productive units. In 2023 he added the Pilar plant and the P&G brands as Magistral and Acewhen the American company retired from the local market but left active in the hands of the aforementioned Argentine capitals firm, in addition to the Argentina Newsan.
Since then, Dreamco multiplied by more than 2.5 its business volume and almost He doubled his team of collaborators since its creation, according to data from the company itself: it currently uses around 1,000 people directly, and works together with a network of 1,000 suppliers and customers.
Thus, it claims to be among the three main producers in each of the categories in which it operates. They assure that Dreamco is present at least 8 out of 10 Argentine householdsand that leads various categories, such as dishwasher (43% market size), shampoo and conditioner (38% of the market volume) and detergents to wash clothes (23% the size of the market).
Its structure is 100% Argentina, both its shareholders, as the directory and management, which accelerates its ability to adapt to constant change that the market demands. “The flexibility and closeness With the consumer they are key in their expansion strategy, as evidenced by the recent success of launches as essence (part of Plusbelle), which has managed to capture 12% of the volume of the market of its category because it is designed only thinking only of the local consumer, “said the company.
In that same line of closeness, months ago they communicated the appointment of Roberto Bellatti such as his new CEO, an Argentine executive with more than 25 years of experience in mass consumption in multinationals such as Mondelēz, where he became a general manager in the Dominican Republic, Central America, Uruguay and Paraguay. After 21 years in that company, he assumed General Manager’s responsibility for the Southern Cone in Kimberly-Clark, where he was later Vice President & MD for the Middle East, Africa & Turkey. He will now direct Dreamco’s destinations, while the company prepares to occupy an even greater role in the regional mass consumption market.
