European Drinks has invested 10 million euros in a production line for mayonnaise and mustard under the Regal brand, and has recently launched two new types of flavoured beer - Burger Lemon and Burger Cola.
"On the mayonnaise market, we are beginners, but we want to grow. The investment includes both processing equipment and the equipment for the filling of recipients, which are of German origin," said Ioan Micula, chairman of European Drinks. The company has entered the mayonnaise market and is preparing for the mustard segment, both under Regal brand, which also includes tomato sauces.
"Our policy is to deliver a series of products onto the market and see the reaction of consumers. Then, if we have a positive response, we will kick-start production.
"The market has had a positive reaction to the mayonnaise we manufacture and we want to boost our supplies," Micula also said.
The segment of sauces is increasingly crowded, especially after the entrance of Unilever, which last year invested in a production line in Otopeni, where it also owns the Knorr plant. Unilever last year entered the mayonnaise and mustards market with the Knorr brand and is permanently diversifying its range of products
The European Drinks chairman said that new segments had pushed the group''s sales 15-16% in euros in the first four months of the year, as compared to 11%, the growth target set at the beginning of the year.
"We grew by 15-16% in euros and 21% in dollars as compared to the first four months of last year", said Micula.
georgiana.stavarache@zf.ro
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