Kraft Foods International announced two separate agreements that will build its coffee businesses in Bulgaria and Romania.
Kraft Foods Bulgaria agreed to acquire the producer and marketer of Nova Brasilia branded coffee, the leading roast and ground brand in Bulgaria. This acquisition will give Kraft Foods Bulgaria the leadership position in the country’s coffee market.
Separately, Kraft Foods International has agreed to purchase all coffee brands of the company Supreme Imex Romania, commonly known as Nova Brasilia (and no relation to the similarly-named Bulgarian brand). Kraft Foods Romania will take over all local marketing activities connected with the Nova Brasilia brands. Under the agreement, Nova Brasilia will continue to manufacture and distribute these products, which include well-established local brand names such as Nova Brasilia, Classic, Brasiliero and Prestige. These brands will strengthen Kraft Foods Romania’s #2 position in coffee.
The terms of these transactions were not disclosed. Both transactions are subject to customary regulatory approvals in Bulgaria and Romania respectively, which are anticipated to take several weeks.
Together, these two agreements will significantly enhance Kraft Foods International’s presence in Central & Eastern Europe, while strengthening its position in the mainstream coffee segments in both countries. Kraft’s presence in this area is currently focused in the premium segment with imported brands such as Jacobs.
“These businesses will give us a much broader presence across all segments of the category. Our current position in the premium sectors of these markets will be complemented and enhanced with the higher volume and everyday popularity of these products,” said Michel Boon, Kraft Foods International Area Director Balkans. “As coffee is a core business of Kraft Foods worldwide, these additions will be important for us as we move to further develop our business in these growing markets.”
Kraft Foods Bulgaria currently produces and markets Svoge, Moreni and Suchard confectionery products. It also markets through import the Milka confectionery range and Tang powdered soft drinks.
Kraft Foods Romania produces and markets successful confectionery brands such as Poiana, Smash, Suchardine, Silvana, Sugus and Yam-Yam. Its coffee brand Jacobs is available through import.
Both companies are subsidiaries of Kraft Foods International, part of Kraft Foods, the global food business of Philip Morris Companies Inc. Kraft Foods is a global leader in coffee with renowned brand names such as Jacobs, Maxwell House, Carte Noire, Jacques Vabre and Gevalia.
In addition to its coffee business, Kraft Foods International manufactures and sells a strong portfolio of food and beverage products in over 140 countries under well-established brand names such as Milka, Cote d’Or, Toblerone and Terry’s chocolates; Kraft and Philadelphia cheeses; Tang powdered beverages; and OREO, RITZ and Club Social biscuits. Kraft Foods International encompasses Europe, the Middle East and Africa, Latin America and Asia Pacific.