Strauss Romania: Profit in 2008 is out of the question, due to the rebranding process

“The year 2008 was not easy for Strauss because of the rebranding. For now we cannot talk about profit, only about imposing a new brand onto the Romanian market,” said Matanya Schwartz, the company’s General Manager.

The producer aims to consolidate its market leader position by increasing its market share to 50 percent in the coming 3-5 years from its current 33 percent. The coffee market is valuated at some €250 mln, is expected to rise by at least 3-4 percent in 2009, and its main players are Strauss, Kraft Foods, and Nestle.