Strauss Coffee gains market share after taking over Amigo
Strauss Coffee, the producer of Doncafe becomes second on the local market of soluble coffee, after Nestle, after the company announced the taking over of the coffee brand Amigo, from the Brasilian company Cia Iguacu de Cafe Soluvel. The deal was estimated at 20 million USD and it was announced in February this year. 2014-07-23 12:45:30
Amigo coffee brand entered Romanian market in 1983 and posted sales of USD 12.5 million in 2012. The brand has a market share of 1.8 percent in Romania and its exclusive importer on the local market is the local branch of UK group Panfoods. In Romania, the group employs 68 professionals and reported a turnover of EUR 11.8 million in 2012, up 2.3 per cent compared to 2011. In 2012, the company registered a net profit worth EUR 331.000, 67 per cent less compared to 2011.
Israeli group Strauss Coffee is present on the Romanian market since 1994 and its main brand, Doncafe has a market share of 22 per cent, according to the company data. In 2012, the company posted a turnover of EUR 53.3 million, 10 per cent up compared to 2011 and loses worth EUR 2.48 million, 28 per cent down compared to 2011. According to Tomer Harpaz, interim GM of Strauss Coffee, the purchase of Amigo brand will consolidate the company market share on the local market and ECE region. The Romanian branch of Strauss is led by Marius Melesteu, also the coordinator of company operations in Serbia, Bulgaria, Montenegro, Bosnia Herzegovina, Albania and Macedonia.
At global scale, Strauss Coffee sells its brands in 20 countries, has 14 production facilities and annual sales exceeding USD 1 billion, with main competitors Kraft Foods and Nestle companies.
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