Unilever to launch ice cream business in Romania

25 February 2009

Unilever has announced plans to launch its ice cream business in Romania.

Some of the best selling ice cream brands, including Magnum, Carte d'Or, Cornetto, Viennetta and Big Milk will be widely available in the region.

In addition to introducing new products, Unilever has also announced the intention to acquire the iconic Romanian ice cream brand Napoca. The acquisition is subject to approval from the Romanian Competition Council, and is expected to be finalised within the next three to four months.

The ice cream will be marketed under the Algida name, the trademark used in Italy, the country which many Europeans regard as the home of top quality ice cream. Unilever has already been in talks with a number of retailers, and plans to begin deliveries in March.

“Ice cream is an important part of our global business, and we now believe the time is right to develop this business in Romania where the market size is estimated at €160m,” said Alexandra Gatej, chairman of Unilever south central Europe. “This is a country that values its ice cream, and I am delighted we will be now able to offer Romanians a range of high quality products at affordable prices for all consumers.”

Martina Mackintosh, London