Nordic Food Romanian company and Thai Union have become partners to distribute the John West canned fish brand in Romania, the representatives of the Nordic Food announced in a press conference on Wednesday.
The John West brand, already market leader in UK, the Netherlands and Ireland, will be also available in Romania as of this year with the “no drain” can of tuna, infusions tuna and salmon, Light Lunch tins, but also the seafood cans.
“We are happy that Nordic Food has the opportunity of launching and developing the John West brand in Romania. It’s a challenge for us because this market share is quite crowded, but we are confident in the quality of John West products and we think we can develop it so that Romanians should include it in their food options. We think that John West will respond very well to the rigorous consumers, who are careful about what they choose on the shelf and who are preoccupied with a healthy life style,” said Ciprian Moldoveanu, Nordic Food General Manager.
He revealed the negotiations to bring the John West brand in Romania have lasted for one year and that it’s a big achievement that a family local business as Nordic Food has inked the partnership with a giant like Thai Union.
As Florin Panfile, the commercial retail manager, said, Nordic Food will distribute a selection of 35 John West products in Romania, with the first four subcategories being available starting this year and another six subcategories as of next year, all under the concept of “healthy, light and natural” food.
The new products will be available in all large stores in Romania, such as supermarkets and hypermarkets by the end of this year, while the company aims at covering 50% of the distribution nationwide as of 2019, also targeting the proximity shops. For instance, the price for Light Lunch product will be RON 19, and RON 16 (sale).
Nordic Food’s Panfile forecast a turnout of RON 20-25 RON for the John West sales in the upcoming three years.
Romania is not among the first states in Europe on food consumption, ranking ninth with 6.7 kg of fish per capita (fish cans and frozen/fresh fish) among ten European countries, being outranked by Republic of Moldova (12.8 kg per capita) but ahead Hungary (5.1kg).
As for the local canned fish market, it is topped by the canned tuna (over 50%), followed by sardine (17%), herring (13%), mackerel (10%), others (10%).
Nordic Food is currently covering over 20% of the premium products market (over 2,500 premium foodstuff on 5 categories: fresh food, dried food, fruit & vegetables, frozen food and specialized products), but it plans more expansion on this segment, arguing “there is room for more”.
While the strategy for the snacking division is in progress, there are also plans in the near future to bring more renowned brands on the sweets and drinks sectors.