The two sides are currently in talks to resume collaboration, according to Kaufland representatives. However, they did not specify when the products are likely to return to the shelves.
The contract between Romania’s leading retailer and the leader of the domestic soft drinks market is worth several tens of million euros, according to ZF estimates based on market data. Coca-Cola has products under brands such as Fanta, Sprite, Coca-Cola or Dorna in its portfolio.
“During this period, Kaufland does not sell products of Coca-Cola company, except 2.5-liter Coca-Colas. We are trying to solve the situation in the following period,” say the representatives of the German network. The retailer holds over 90 discount hypermarkets in Romania and generated revenue of over EUR1.6 billion in 2013, according to ZF estimates based on market data.
On the other hand, the representatives of Coca-Cola HBC Romania maintain the company’s products are still to be found on Kaufland store shelves.
A similar situation is registered in Poland, where, according to the local press, the two sides are still negotiating the terms of the collaboration contract for 2014.
In the context where Kaufland’s policy is to have low-price products on shelves, the retailer has strongly bet on private labels. The German-held retailer has its own products on the segment of soft drinks as well, which compete directly with those of well-known brands such as Coca-Cola or Pepsi.
Still, the products of major brands are also present on Kaufland store shelves. Private labels have come to account for around 30% in Kaufland’s sales by volume and for 20% of sales by value, according to ZF estimates based on market data.
(English version by Catalina Apostoiu)