The market estimated at 500 million lei (EUR112 million) a year is dominated by international brands such as Santal (Lactalis), Cappy (Coca-Cola) and Prigat (PepsiCo).
Frupt actually targets a niche of this market, where it will compete with another Romanian brand, Ana Are, of businessman Daniel Guzu.
“The juices are packaged in our plant (in Oiejdea, Alba County, central Romania i.e.), in juice bottles with handles. We are just beginning, but we want national distribution,” Albalact officials said.
The non-alcoholic ready to drink beverage market stood at almost 1.6 billion liters and RON4.1 billion in Romania last year. The data include carbonated and non-carbonated soft drinks, sparkling and still mineral water, ice tea and energy drinks.
(English version by Loredana Fratila-Cristescu)