Macromex takes over the distribution of Häagen Dazs ice cream | Progresiv

Macromex, one of the largest players in the food industry in Romania, will take over, starting with February, the distribution of Häagen Dazs ice cream. So far, the American ice cream brand has been distributed by Maresi Foodbroker.

“Last year we took over the Alpro distribution and in February 2020 we will take over Häagen Dazs. We are talking about strategic partnerships because the vegetal ice cream segment was poorly covered, and in the second case we are talking about a gourmet ice cream, and with these takeovers we reach a complete portfolio”, said Albert Davidoglu, Macromex CEO, for Progresiv.

Regarding the approach and strategy of brand development, the executive said that there will be significant investments in this brand, in TV campaigns and digital. "The owners of Häagen Dazs want mass-market now. Last year they launched the stick version and for this they need refrigerated displays, and we have very well matched their strategy. In addition, the brand will have a presence in several points of sale, even in the independent retail”, added Albert Davidoglu.

Regarding the results that this takeover will generate, Albert Davidoglu argues that with the takeover of the Häagen Dazs distribution and the ice cream brand Alpro, Macromex will reach a market share of 12%, which will ensure the second position in the market.

Macromex is one of the largest players in the food industry in Romania. The company ended 2019 with an 11% increase in the local market versus 2018 and has an extensive portfolio of own brands such as Edenia, Corso, La Strada, Azuris and partner brands.