Moncef Belkhayat lance sa propre marque de thé « Miyaz »

Après avoir enchaîné ces derniers mois la signature de contrats de distribution sur le territoire national avec les grandes multinationales (Berkshire Hathaway sur la marque de piles Duracell, Coty avec les marques Wella et Koleston, Beiersdorf pour les marques Nivea, Hansaplast et Labello) à travers Dislog, filiale de son groupe H&S Invest Holding, Moncef Belkhayat s’active de plus en plus dans la diversification de ses activités. En effet, l’ancien ministre de la Jeunesse et des Sports, qui a également multiplié dernièrement les rachats et d’absorption d’acteurs locaux dans le but d’une intégration totale des métiers, lance officiellement sa propre marque de thé. Baptisée Miyaz, cette nouvelle marque est censée non seulement permettre à l’homme d’affaires de récupérer 5 à 15 % de parts de marché sur les 4 prochaines années sur cette filière qui pèse 3 milliards de DH, mais aussi de faire profiter son réseau Dislog pour la distribution.

Pour rappel, c’est en juillet dernier que Dislog a racheté 51% des actions de la start-up Selman Tea, qui commercialise du thé haut de gamme en grain et en filament, et pour laquelle la filiale de H&S Invest Holding a investi pas moins de 15 millions de DH. A noter que les produits de la nouvelle marque Miyaz de Selman Tea seront commercialisés en grande surface mais également chez les détaillants du réseau couvert par Dislog, qui devra faire face à une rude concurrence. En effet, outre le vent de concentration qui souffle actuellement dans cette filière, le secteur attire de nouveaux entrants motivés par les gains susceptibles d’être réalisés suite au réajustement des droits de douane sur le thé. Depuis le 1er janvier 2015, le thé en vrac importé n’est imposé qu’à 2,5% contre 25% auparavant. Et les importations de thé conditionné ont vu leurs droits de douane passer de 40 à 32,5%. Résultat des courses : ce différentiel de 30% entre les deux types de produits est en train de se traduire par un transfert de l’industrie du conditionnement de la Chine vers le Maroc. Selon un opérateur, il faut compter un investissement de 25 millions de DH pour la réalisation d’une unité de conditionnement.

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