“Top Gel’s business strategy continues to focus on development and consolidation of distribution, customers and product quality. We are looking to expand nationally,” said Top Gel marketing manager Bianca Popa.
The value of the transaction has not been disclosed.
Secret Prod Braila was founded in 1994 by Ion and Dorina Dumitru as a family business. It has a market share of 3% and is present in 10 counties in the southeast part of Romania. It operates the Bonetta ice cream factory and had a turnover of RON11.3 million and a profit of RON630,000 in 2019, the most recent data available. Secret prod had 45 employees in 2019.
Secret Prod brands include Bonetta, Anca, Picorella, Excelent, Feste, Mio Delicio, Pogo, Pinguino, Okey, Zumzy, Basala, Atlant, X-25, Pico, Sisi, Panda, Cliir, Max, and Duo Gusto.
With a history of 27 years and a turnover of RON74.5 million in 2019, Top Gel has a portfolio of over 50 types of ice cream and a maximum production capacity of 100 tons of ice cream per day.
Top Gel has around 400 employees, 24 regional wholesale points and its own distribution fleet covering the entire country.
Top Gel has two factories in Dolj county, southern Romania, with 16 production lines. Its acquisition of Secret Prod adds two new production units to its portfolio, in Braila and Vaslui.