ROMSO Cyprus Knowledge Base

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Uncle Vanya is a Russian brand under which canned vegetable products are produced. According to Forbes magazine, it was invented in 2000. The brand belongs to the Cyprus company Tatlers Limited, on the company’s website the year of the brand’s creation is indicated in 1999.

History
The future founder of “Uncle Vani” Tigran Telunz, together with his father, opened the cooperative “Russian Field” in 1988 to organize the supply of vegetables and fruits from the southern republics of the USSR. Later, the company imported Lorado canned goods from the German company Wunsche. At the turn of the century, Telunz created his own brand - Uncle Vanya. According to the industrialist, the basis of the new trademark was the Russian name, and not the work of the same name by A. P. Chekhov. This is a fictional character who dreamed of Telunz. By 2009, one in four pickles cans sold in the country were branded as Uncle Vanya.

Production and marketing
The assortment is produced at plants in India, Krasnodar Territory, Ukraine and some Asian countries. The founder of "Uncle Vani" Tigran Telunz himself participates in the development of recipes. In marketing strategy, the brand has little recourse to direct advertising, preferring to work with networks. By 2017, "Uncle Vanya" had not been promoted in the digital segment, and there had been no television commercials since 2010. Starting in 2017, the brand began to use a rare way of promotion for the market - canned products were offered through short films posted on Youtube. Some starred famous actors, for example, Alexei Serebriakov. The short “Interview” became the winner of the Golden Eagle award.

Assortment
Under the Uncle Vanya brand, pickled cucumbers, pickled tomatoes, canned peas, canned corn, as well as various sauces are produced.

Notes

References

The Uncle Vanya brand website

Brands.
Appeared in 1999 in Russia