In shekels, Strauss Romania’s sales rose 8.1%, to NIS244 million. In 2013, Strauss Coffee had sales of NIS226 million (RON207.7 million) on the Romanian market.
In the fourth quarter of last year, the group’s sales in Romania increased 35.9%, to NIS76 million (EUR17.4 million). In lei, sales grew 36%.
According to the group’s financial report, growth in the fourth quarter was driven by higher volumes and prices and the growth in sales of its new brand, Amigo.
In September 2014 Strauss Coffee completed the acquisition of the Amigo coffee brand, sold mainly in Romania, from Brazil’s Cia Iguacu De Café Soluvel for approximately $20 million. After this takeover, Strauss Coffee ranks second on the local instant coffee market, after Nestle. Another major competitor in Romania is Modelez (formerly Kraft Foods), which owns the Jacobs brand.
Amigo generated sales of NIS20 million (EUR4.6 million) in 2014, according to the company report.
Strauss Coffee entered the Romanian market in 1994 and is the largest coffee producer on the market. It has a 28.75% share on the roast coffee market and 11.75% of the instant coffee market.
Present in 20 countries, Strauss Coffee had 14 production facilities and annual sales of over $1 billion.