The brand was acquired by Intersnack in 2010 from Alka, a company controlled by Israeli-born businessman Amir Krenzia.
“In a bid to make the acquisition more efficient, Intersnack decided to expand the brand to other countries. Germany, with its nut and raw seed market, is the first such opportunity,” Iulia Andresoiu, marketing officer at Intersnack Romania, told ZF.
The company ended 2013 with revenue worth 264 million lei (EUR60 million).
Nutline sales go beyond EUR20 million, in the context where the brand in 2013 brought around 40% of Intersnack’s local revenue, according with company data.
Beside Nutline brand, the company also holds brands such as Chio (chips), Felix-Fiesta (nuts) in its portfolio and has a production unit in Brasov.
Products sold in Germany are similar with those sold in Romania, but the packaging is different. The products destined to the German market are not manufactured in Romania, though. Thus, Nutline is one of the few Romanian brands in the food industry that has come to be manufactured in foreign plants as well.
“Further expansion is not ruled out, but no decision has been made, yet,” said Iulia Andresoiu.
Christian Rey, who ran Intersnack Romania for 16 years until mid-2014, said the acquisition of Nutline lifted revenue by around 65-75%.
Nutline acquisition is not the first of this type sealed by the German company in Romania. In 2006, Intersnack bought Flipper, with Felix and Fiesta brands. Gradually, Romania has become a regional hub for Intersnack, with activities of Bulgaria, Serbia and Macedonia being coordinated from Bucharest.
(English version by Catalina Apostoiu)