Danone enters the non-carbonated drinks market

Danfruit, part of the functional drink (soft drinks with vitamins) segment, will be sold countrywide, through a national distributor. If it proves successful, the new drink will also be distributed outside Romania.

“This is a product we have been working on for two and a half years. The brand was developed in Romania and is only available here,” Danone Romania’s Senior Brand Manager, Anca Stroe, said.

Company officials did not provide the value of investments in developing, producing and promoting the product. Danone does not have a target market share for Danfruit.

The local soft drink market, including mineral water, is estimated to be worth in excess of €850 million this year, with United Romanian Breweries Bereprod (URBB), Tymbark Maspex, Pepsi Americas, and Parmalat as main players.