ROMANIA: Lactalis gives up LaDorna butter, which enters Simultan’s portfolio | Progresiv

Simultan SRL producer from Timis received the approval of the Competition Council to take over the license for the production and marketing of butter under the La Dorna brand from the Lactalis group. The French from Lactalis have to transfer the La Dorna butter brand as a result of the commitments they made last year at the time of taking over Covalact SA and Lactate Harghita SA.

"Following the analysis of the transaction by which Lactalis was to take over Covalact SA and Lactate Harghita SA, the Competition Council found that the operation could lead to the strengthening of Lactalis group's position on the national butter production and marketing market, with the effect of reducing consumer choice . In this situation, the transaction could have led to an increase in the price of butter. Thus, Lactalis has committed itself to licensing the La Dorna butter brand for a certain period of time to another company with relevant industrial competence, independent of the Lactalis group”, according to a press release from the Competition Council.

After that period, the La Dorna butter brand will return to Lactalis group's portfolio, which will refrain from using it for a sufficient period of time so that Simultan SRL can benefit from an increase in its market share.

Simultan SRL, the Sim dairy and cheese producer, is a local company with a factory in Ortisoara (Timis county). Its portfolio also includes the Sim table butter.