In early 2010, Kraft management brought to Romania a man with anover 40 years' experience in the chocolate industry to conduct2010's only deal on the confectionery market: the sale of Kandia,one of the best-known domestic brands to Meinl. Michel Boon, whohandled the deal, is the same man that 17 years ago launched Poianain Romania and is perhaps among the few people who can tell how themarket has developed since the Revolution.
Boon will stay in Romania until the yearend. He explains whatwill happen in the months left until his term ends. "ForSeptember-December period, I've set 11 goals, out of which 5 aremore important: I need to find a successor, to generate theexpected financial results, to make sure the management will staywith the company and find a new name for the company. I've alreadyfound it: Kandia Dulce. We had to add something considering theKandia brand already belongs to a British company," Boonexplains.
A major surprise for Boon is that in Romania chocolate is moreexpensive than on West-European markets.
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