The French group recently told consumers the name will be changed, but the recipe remains the same.
Lactalis bought the LaDorna brand from businessman Jean Valvis in 2008 and the transaction was estimated at EUR70-90 million. Previously, Valvis sold mineral water brand Dorna to Coca-Cola.
Lactalis didn’t buy the business from Jean Valvis for the brand, said Aneta Bogdan, managing partner at Brandient, adding that rebranding is common practice worldwide.
Referring to the two “sister” brands (Dorna and LaDorna), Aneta Bogdan said Lactalis does not have exclusive ownership rights over Dorna, which determined the French group to switch to President.
The latest data released by Lactalis, at the beginning of 2011, showed that the LaDorna brand was leader on the ultra heat treated (UHT) milk market, and the company was among the largest local white cheese producers.
Currently, the largest cheese producers in Romania are Hochland, Bongrain (owner of Delaco) and Friesland, as well as Covalact, Albalact and Lactalis.
Dorna and LaDorna were ranked fifth and seventh, respectively, in company Unlock Market Research’s 2011 top of the most powerful brands, cited by Mediafax.
According to available data, LaDorna products are made at five local production units. In 2011, Lactalis decided to close its cottage cheese plant in Suceava, 14 milk collecting centers in Suceava, Constanta and Tulcea and two foodstuff warehouses. The cottage cheese production was relocated in Poland.
Dorna Lactate, the largest Romanian dairy product company owned by Lactalis, amassed losses of EUR10.3 million between 2008 and 2011. In 2011, the company’s sales stood at EUR44 million. The French group also owns company Dorna SA, which registered sales of EUR25 million in 2011 and a profit margin of 0.5%.