Dairy producer Danone Romania invests RON 10 million (about EUR 2.3 million) in new technologies at the factory in Bucharest. This will result in re-launching products in new packaging, according to a press release.
„We decided to change the game and to invest in technologies that will change half of the company’s products and 25 percent of the dairy market. (…) This technology (KISS – keep it simple and safe) exist in Europe (France, Spain) for three years already. I saw this opportunity and we brought it in Romania, for the first time in Eastern Europe. (…) The investment in this technology will serve to increase our exports in the coming years,” Dieter Schulz, General Manager Danone South Eastern Europe said in a press conference on Thursday.
According to French company officials, the change is not just the packaging, but also in yoghurt recipes. New products will be available on the shelves starting next month. „I have great expectations from this relaunch,” Schulz said. According to him, Romania is not a large market in size, but is great as an opportunity for growth.
He explained that in Romania the consumption is of 6-7 kilograms of yogurt per year, while in Poland and Hungary is double, and in developed countries, such as France and Germany, is 24-25 kilograms per year.
Regarding exports, their share increased from 12 percent to 15 percent last year in countries such as Hungary, France, Belgium, Poland, Great Britain, Greece, Bulgaria, Moldova and in the countries of the Adriatic Sea.
Schulz believes that reducing VAT on food from 24 percent to 9 percent as of June 1, is welcomed and it should help to increase consumption. Many of the basic products will become more accessible.
According to Danone, quoting Nielsen data, 50 percent of the market is represented by the white yoghurt, 27 percent – by the yoghurt with fruits, 17 percent – by the products for active health and 5 percent by the yogurts for children.