Grupo Bimbo, the world's largest bakery company, has announced the acquisition of the best-selling bread brand in Romania. This move further strengthens Bimbo's position in the Romanian market following its acquisition of Vel Pitar, the country's largest bread producer, in early 2023.
Expanding Presence with Strategic Acquisition
The acquired brand, known for its high quality and delicious taste, holds a leading position in the Romanian bread market. This acquisition aligns with Bimbo's strategy of expanding its presence in key markets and offering consumers a wide range of high-quality bakery products.
Acquiring Trei Brutari and Associated Entities
The acquisition encompasses Trei Brutari, a company with over 400 employees, and its associated entities. Trei Brutari boasts a 15-year history in the Romanian market and is ranked among the top five bread producers and distributors in the country. The company operates three factories located in Târgoviște, Iași, and Buzău.
Trei Brutari's Portfolio of Well-Established Brands
Trei Brutari's portfolio includes the Boierească brand, the best-selling bread in Romania. Additionally, the company owns Click Top Management SA, a bakery producer and distributor of the Maritza and Kira brands, Objectives SA, a Vel Pitar franchisee with plans to construct a factory in Constanța, and Strategic Ventures SRL, operating a modern bakery in Dumbrăvița, Timișoara.
Romanian Bread Market: High Consumption and Competitive Prices
Romania stands out as one of Europe's leading bread-consuming nations, with an annual per capita consumption of over 60 kilograms. Bread prices in Romania remain among the lowest in the region. In 2021, Romania recorded the highest individual bread consumption and the lowest bread price in the EU, with prices 47% lower than the European average. Notably, 38% of Romanians consume white bread daily.
Bimbo's Commitment to Romanian Market and Consumers
Grupo Bimbo's acquisition of Trei Brutari and its associated entities signifies the company's strong commitment to the Romanian market and its dedication to providing Romanian consumers with high-quality bakery products that meet their preferences. This acquisition is expected to contribute to the further growth and development of the Romanian bakery sector.
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Source: Profit.ro
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