Strauss Coffee Israeli group, Doncafe coffee producer, had 9.8 pc higher sales in Romania last year, reaching EUR 50 M. The coffee group said that was due to the price and volume rise but also to the purchase of Amigo brand.
In the last quarter of 2014, Strauss Romania sales were up by 35.5 percent to EUR 17.4 M.
The Israeli coffee group informed that in countries such as Romania, Poland or Serbia, consumers are looking for attractive prices, while the demand for retailers’ private brands is on the rise, so that Strauss had to invest in new brands as well and advertising.
Strauss Coffee took over Amigo brand from Brazilian Cia Iguacu de Café Soluvel in February 2014 in a 20 million euro transaction.
After the take over, Strauss Coffee came to rank second on the soluble coffee market in Romania, after Nestle, but ahead of the Jacobs brand owned by Modelez (former Kraft Foods). Strauss Coffee has been present on the Romanian market since 1994.