Golden Foods Snacks SA, one of the main players on the Romanian FMCG market, announces that, as of January this year, PepsiCo Romania is the main distributor of Elmas products, for different types of sunflower seeds such as black, stripped and white, pumpkin seeds, peanuts, pistachio, cashew and almonds.
In the first 2 months of collaboration with PepsiCo Romania, Golden Foods Snacks SA managed to triple its numeric distribution on the Romanian market compared to 2021. Through its distribution partnership with PepsiCo Romania, Golden Foods Snacks SA aims at increasing its active clients by 5 times compared to 2021 by the end of the year. The reaching of this goal is also based on the development of a vast TV advertising campaign of the Elmas brand incentivising PepsiCo’s distribution activities. The “Miezul Conteaza”/ “It’s the Kernel that Counts” TV campaign is the first advertising campaign of Elmas brand, with an objective to raise the awareness on the Elmas products and to bring them closer to Romania’s consumers.
“Looking at the Romanian distribution market, PepsiCo Romania was definitely the first option to consider, and we are happy for having closed this partnership, where PepsiCo’s vision coincided with the values of Golden Foods Snacks SA. We look at this new development as the next stage of the growth of the company, bringing Elmas products closer to a wider range of consumers. With the support of PepsiCo Romania, we set out to expand nationally by having the best distribution and market visibility”, says Sorin Petre, Golden Foods Snacks SA, Head of Finance.
“Entering the peanuts and seeds market in Romania is a good opportunity for our growth strategy and we are delighted with the new partnership with Elmas, a brand recognized for the superior quality of its products in this segment. We will continue to strengthen our position in the market through this collaboration, taking into account the upward trend of this category, by including 22 delicious snack options for consumers in Romania. We have ambitious plans for 2022, and this is another step in complementing PepsiCo's portfolio with diverse nutritional alternatives", says Adrian Lacatus, East Balkans Senior Commercial Director, PepsiCo.
For this year, Golden Foods Snacks SA has a budget of over EUR 1 million to invest in its factory in Filipestii de Padure, Prahova County, by investing in the purchase of the building, of new packaging machines, of new peanut/cashew nuts roasting machines.
The value of the investment will improve its manufacturing capacity and efficiency and prepares the company for the planned growths.
About Golden Foods Snacks SA
One of the main players on the FMCG and salty snacks, seeds, nuts, and dried fruit market, Golden Foods Snacks SA, whose factory is in Filipestii de Padure commune in Prahova County, came to Romania in 2009, by purchasing the Elmas brand. In 2011, the Elmas brand underwent a vast rebranding process by way of a modern logo and new package design, following the implementation of a new salty snacks marketing and sales policy of the company. During 2013 and 2019, Golden Foods Snacks SA launched new ranges and products under the Elmas brand. The company holds several certifications, such as, among others: Vegan, Gluten Free, Non-GMO, IFS 7, SA 8000.
In 2019, Golden Foods Snacks SA makes its first tranche of corporate bonds amounting to RON 4.7 mln, with a 3-year maturity, listing them at the Bucharest Stock Exchange.
At the beginning of 2022, Golden Foods Snacks SA announces its distribution partnership with PepsiCo Romania, providing it with access to a national expansion by distribution, aiming to increase the client number 5 times that in 2021 by the end of 2022.
Also in 2022, Golden Foods Snacks SA launches its “Miezul Conteaza”/ “It’s the Kernel that Counts” TV campaign, the first advertising campaign of the Elmas seeds brand.
For further details, please check https://www.elmasnuts.ro
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $79 billion in net revenue in 2021, driven by a complementary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with PepsiCo Positive (pep+). pep+ is our strategic end-to-end transformation that puts sustainability at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com.
