Two of the strongest local groups in Romania’s meat industry, Poultry Investment and Authentic Meat, have joined forces to enter the ready-to-cook segment, a market still dominated by imported goods. Together, the companies oversee operations with combined revenues of more than 100 million euros and over 1,200 employees.
The newly created company, Meat Partners SRL, has launched under the Puiul de Crăiești brand the Bistro range – fresh, ready-to-cook products designed to provide consumers with a local, affordable, and healthier alternative for their daily meals. Currently, the line includes breaded schnitzels and crispy chicken, made exclusively from high-quality Romanian chicken breast.
“Joint ventures are a key part of our growth strategy, through which we aim to become a leading player in the poultry industry in the coming years. Following the 2023 partnership with the Oprea family, which enabled us to launch the Puiul de Crăiești – Zero Antibiotics Ever Used product line, we are confident that the association with Meat Partners will strengthen our position among local ready-to-cook producers. The launch of the Bistro range represents not only a diversification of our portfolio, but also a sign of business maturity, backed by more than 30 years of experience with the Puiul de Crăiești brand,” said Dénes Laczkó, CEO of Poultry Investment.
The production facility, located in Boldești-Scăieni, Prahova County, has a daily capacity of over 20 tons of fresh ready-to-cook products. Distribution will initially take place through the company’s own network of nearly 70 stores, with plans to quickly expand into major hypermarket chains that support Romanian-made products. The company estimates that the new product line will account for approximately 25 percent of its combined revenues over the next three years. Medium- and long-term plans include diversifying the ready-to-cook portfolio, expanding the national retail network, and exploring export markets.
A key competitive advantage of the Bistro range is its extended shelf life of more than 15 days without freezing, made possible by modern processing and packaging technologies. This ensures fresh products with authentic taste and ideal texture, ready to be quickly prepared in the oven, pan, or air fryer – perfectly adapted to today’s fast-paced lifestyle.
”The launch of the Bistro range comes at a highly favorable time, as the ready-to-cook segment is expanding rapidly and major retail chains are increasingly promoting local production. We are thrilled about this partnership with Poultry Investment and, given our shared resources and proven experience, we are confident we will quickly earn the trust of both consumers and retailers looking for reliable Romanian partners”, added Alin Zamfira, founder of Cathedral Distribution Group and shareholder of Authentic Meat.
Market data underscores the segment’s significant growth potential: 43 percent of Romanians report eating semi-prepared foods at least weekly, while 27 percent consume them once or twice a week. Total ready-meal consumption in Romania grew from 265,000 tons in 2019 to over 285,000 tons in 2024, with projections indicating a per capita consumption of 16.2 kg by 2030. Despite the rising demand, the market remains largely supplied by imports.
Globally, the ready-meals market is valued at around €120.6 billion, with an estimated compound annual growth rate of 11.9 percent through 2031. In Romania, the segment is still emerging but continues to grow steadily: revenues rose from €1.88 million in 2017 to €6.9 million in 2024 and are projected to exceed €8 million by 2029, according to Statista.