Double-digit rise for Kraft Foods Romania in H1

During the first half of 2007, Kraft Foods Romania had sales 10 percent higher year-on-year. Its best seller was the Milka brand, whose sales increased by over 40 percent.

Kraft Foods Romania’s General Manager, Peter Mueller, explained this increase saying that strong brands, such as Milka, have developed an emotional connection with consumers.

The company’s portfolio also includes chocolate brands Poiana, Africana, and Smash, and coffee brands Jacobs, Carte Noire and Nova Brasilia.

The Romanian subsidiary has been operational since 1994, when Kraft Foods International purchased a sweets factory in the city of Brasov.

The company recently launched export operations on European Union, Middle Eastern and African markets. Exports currently account for some 15 percent of total volume of chocolate produced in the Brasov factory, according to Mueller.

During its 13 years of activity in Romania, Kraft Foods has invested more than €30 million in modernizing its operation, launching new brands, and improving existing ones.

This year, investments will focus on upgrading production technology and making sure products are available to consumers. “We will achieve this goal with a better focus on retail, sales representatives, and merchandising force in stores,” Mueller told Business Standard. The local chocolate market is worth some €120 million. Kraft Foods Romania is market leader, with a share exceeding 45 percent, followed by Kandia - Excelent, whose share amounts to some 24 percent and Supreme Chocolat, with a 23 percent share.

Kraft Foods Romania is also coffee market leader, with its Jacobs brand. The coffee market will keep rising and will focus on premium products, according to company officials.