Heidi Romania set for growth

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After getting off to a slow start at the beginning of the year,
Romanian confectionery manufacturer Heidi Chocolats Suisse has said
it is now estimating a 15 per cent increase in sales this year.

Having reached sales of $4.8 million in 2002, the company has told the Romanian financial publication Ziarul Financiar​ that it expects to reach sales of $5.5 million by the end of this year. However, last year the company had estimated that its sales for the year would reach $6.5 million - a target it fell well short of.

Currently Heidi Chocolats Suisse Romania​ produces some 1,000 tons of chocolate a year. However, it is planning to invest in a new production line next year which will significantly boost its current production capacity.

Heidi Chocolats Suisse set up its Romanian operation in 1994, making it the first foreign chocolate maker to enter the market. Since then, the company has invested has invested some $7 million in its operations.

The company turned a corner in 1999 after posting sales of just $1.4 million and a loss of $72,000. Since then it has consistently increased both its sales and its profits margin.

Currently Heidi has a share of 6.8 per cent of the Romanian confectionery market. This compares to market leader Excelent-Kandia with almost a 40 per cent share, followed by Kraft Foods Romania with a 35 per cent share and Primola with 8 per cent.

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