ROMANIA: Albalact enters the natural juices market with Frupt brand | Progresiv

Albalact, the leader of the local dairy market, entered the natural juices market by launching the fresh juices brand Frupt. Frupt juices are obtained by cold pressing, without added sugar, water or preservatives, being lightly pasteurizated in order to preserve their nutrients and fresh taste.

"In the context of developing over time recipes for fruit yoghurts, together with our partners that ensure the fruit part, we identified an opportunity to offer consumers other similar healthy products. So we got to develop two types of 100% natural fruit juice, from the NFC range (not from concentrate juice), under the Frupt brand", said company representatives.

Frupt juices are available in two varieties: 100% natural juice of apples and oranges. These are packed in the factory that the manufacturer holds in Oiejdea, Alba county, in plastic 1 liter containers with handle. Regarding the distribution of Frupt juices, company representatives said that they want a national distribution.

Albalact is the largest Romanian dairy processor. Last year, the company reported a turnover of about 475 million lei. In 2014, the dairy producer completed investments of about 8 million euros to modernize and expand the production capacity of the factory in Oiejdea, Alba county. The investments were designed to support the company's growth in the coming years and to strengthen its position on several market segments.