May 2026
Grupo Danec’s marketing and sustainability strategy began taking shape in the Ecuadorian market with the launch of the new Regia margarine packaging featuring Made From Stone™ technology, an innovation designed to strengthen the brand’s environmental positioning within the consumer goods industry.
May 22, 2026 – The initiative was presented as a response to consumers’ growing interest in understanding the environmental impact of the products they purchase, integrating plastic reduction, traceability, and direct communication through digital tools.
During the official presentation, Cecilia Correa, Brand Manager of Regia, explained that the new packaging incorporates mineral material into its composition to reduce traditional plastic use by up to 30%, without affecting product quality or transferring additional costs to consumers. According to her, the strategy also responds to a broader shift in which sustainability is no longer just an added value, but has become a relevant factor in consumers’ purchasing decisions.
The executive explained that Regia sought to develop a proposal that went “beyond the discourse,” focused on offering tangible solutions related to reducing its environmental footprint. In this context, she noted that the brand’s strategy also responds to consumers’ growing demand for greater transparency regarding production processes and the environmental impact of the products they use every day.
Correa also explained that the project began approximately two years ago as part of a broader Grupo Danec strategy aimed at progressively integrating more sustainable processes and materials. To achieve this, the company worked alongside Okeanos and Empaqplast to adapt a technology that enables the transformation of mineral raw materials into a compound compatible with plastic packaging.
Sustainability Strategy and Brand Positioning
The Regia representative noted that one of the main challenges was ensuring that the new material could be incorporated into the company’s existing production process without requiring significant investments in industrial costs. According to her, the goal was to maintain the final product price while implementing a large-scale environmental innovation.
As part of the launch, Regia also incorporated QR codes on its packaging to strengthen direct communication with consumers. Through this tool, users can access real-time information about Made From Stone™ technology, as well as product life cycle data, carbon footprint reduction, and plastic-use reduction in each package.
Correa stated that this decision reflects a global trend in which consumers are seeking more transparent and environmentally committed brands. In this regard, she emphasized that the packaging has evolved beyond its traditional role to become a platform for communication and environmental education.
Industrial Innovation and Commercial Outlook
The commercial rollout of the new packaging began with Regia’s highest-volume product lines, including Traditional, Sunflower, and Gourmet varieties in 125 g, 220 g, 450 g, and 1 kg formats. The product is available through supermarkets, wholesalers, and traditional retail stores nationwide.
Currently, Regia produces approximately 200 tons per month and holds close to 9% market share in Ecuador’s margarine category, according to Kantar Worldpanel 2025 data. From a commercial perspective, Grupo Danec projects that this innovation could generate between 1% and 2% incremental sales growth, driven primarily by strengthening brand awareness and positioning.
During the event, Correa highlighted that the new packaging maintains the product’s essential attributes—including flavor, creaminess, and consumer experience—which were central components of the technical testing conducted prior to commercial implementation. She also stated that the material used meets all regulatory requirements to ensure product safety and suitability for human consumption.
The communication strategy also included events aimed at opinion leaders and sustainability-related stakeholders, with the goal of expanding the initiative’s reach and positioning Regia as a brand aligned with emerging environmental expectations among Ecuadorian consumers.
From a technical and industrial perspective, Miguel Martínez, Sales Associate LATAM at Okeanos, told MarketingActivo that the Made From Stone™ strategy seeks to demonstrate that environmental sustainability can be integrated into industrial production processes without affecting operational compatibility or material safety. According to him, the model developed jointly by Grupo Danec and Empaqplast focused on integrating sustainable solutions capable of adapting to existing production lines within the packaging industry.
Martínez explained that the raw material used to develop the new packaging comes from calcium carbonate extracted from the earth’s crust, a naturally occurring resource that, due to its abundance, can be considered renewable. He added that while calcium carbonate has traditionally been used within certain plastics industries as a filler material, Okeanos’ innovation was to develop a specialized process that transforms this mineral into a compound fully compatible with industrial packaging manufacturing processes.
Martínez detailed that the material undergoes processes such as sterilization, acidification, and encapsulation before becoming suitable for the production of both rigid and flexible plastic packaging. According to him, this procedure makes it possible to avoid modifications to industrial machinery and allows companies such as Grupo Danec to incorporate the technology without requiring additional investments in equipment or infrastructure.
He also reiterated that this stone-based technology can achieve plastic reductions of up to 30%, depending on the formulation and technical characteristics of each package. He explained that this reduction represents a meaningful impact in high-volume industries such as consumer goods, particularly in product categories with high turnover nationwide.
The following is a direct quote from the original article published in Spanish here.
