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Quick Frozen
Foods International News
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| Unilever Enters Romanian Ice Cream Market |
As part of its growth strategy in South Central Europe, Unilever
has announced plans to launch an ice cream business in Romania.
For the first time, some of the best-selling global ice cream
brands, including Magnum and Carte d'Or, will be widely available
throughout the country.
In a related decision, Unilever has agreed to acquire the iconic
Romanian ice cream brand Napoca, which was made available by its
current owners last year, for an undisclosed amount. The
acquisition is subject to approval from the Romanian Competition
Council, a procedure which is expected to be finalized within the
next three to four months.
In addition to Magnum, Carte d'Or and Napoca, the range will
include Cornetto, Vienetta and Big Milk brands. Unilever will
also ice cream under the Algida name, a trademark used in Italy,
the country which many Europeans regard as the home of top
quality ice cream. Unilever has already been in talks with a
number of retailers, and wasto begin deliveries in March.
"Ice cream is an important part of our global business, and we
now believe the time is right to develop this business in Romania
where the market size is estimated at 160 million euros," said
Alexandra Gatej, Chairman of Unilever South Central Europe. "This
is a country that values its ice cream, and I am delighted we
will be now able to offer Romanians a range of high quality
products at affordable prices for all consumers."
"The increase in the demand for quality products across all parts
of the consumer business makes the ice cream segment extremely
attractive," added Gatej. "It is an area where we have a great
deal of experience and expertise in product innovation as well as
product sales, and it will be a valuable addition to our existing
businesses. This decision, an important long-term investment for
us, underlines our continuing commitment to this region."
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| 02-Mar-09 |
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