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The British company Unilever bought Ice Cream Factory – Veliko Tarnovo, which produces Denny Ice Cream ice cream. The transaction, the value of which was not announced, is subject to the approval of the Commission for the Protection of Competition
At the initiative of Unilever
The marketing director of the Bulgarian company, Alexander Tsvetanov, told the capital, and the negotiations are held for one year
"Ice Cream Factory" was founded in 1993 by Tsvetan Tsvetanov and his cousin Rumen Danchev. Besides they are now the sons of Tsvetanov – Alexander and Vilijan
Bulgarian ice cream division of Unilever and the company Veliko Tarnovo will merge, the new structure will be part of Unilever South Central and Tsvetan Tsvetanov will be its director general. "We are delighted to welcome Denny Ice Cream to the Unilever family and their knowledge of the local market makes the brand very popular with Bulgarian consumers, and I am also pleased to welcome them," said Alexander Tsvetanov, Tsvetan Tsvetanov will join us as he is an exclusive entrepreneur and will play an important role in creating a bright future for this new venture, "said James Simmons, general manager of Unilever South Central Europe, 19659005] D & After the manager The Bulgarian company Tsvetan Tsvetanov, who joins the portfolio of a major global ice cream maker, will benefit from Denny Ice Cream. "We are proud that over the last 25 years we We have built such a large company in Bulgaria and we believe that our heritage and knowledge are perfect for Unilever, "he said in a statement.
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| Alexander Tsvetanov |
The second largest share of the market
The Bulgarian company produces the full range of ice creams – legumes (on sticks, in cones), family (boxes, large cuts), restaurants and bars , cakes etc. According to the 2017 activity report, it is clear that 65% of sales concerned the Bulgarian market, 15% the EU and 20% the third countries. According to trade register data, the company's financial results improve – revenues in 2017 reached BGN 12.174 billion (BGN 11.006 billion in 2016) and profits reached BGN 2.2241 billion (BGN 1.173 billion) [19659005] "We are the second largest ice cream producer in the country with about 15% market share in volume and 12% in value", Alexander Tsvetanov, owns a production in Veliko Tarnovo and, in 2016, he invests more than 5 million BGN in a company in the industrial area of Debelets, which triggers its capacity. the company invests more than $ 100,000 in solar panels, and the energy saving system allows it to reduce its costs to 30%
. "Since the beginning of this year, we have recorded sales growth of 25 to 26% the planned investments for this year rise to about 3 million BGN and include the purchase of two TIR, the work with methane, marketing under commercial conditions, promotions, "commented Alexander Tsvetanov
.Complete the construction of a logistics base in Stara Zagora for 800 pallets It invests about 1 million BGN and is expected to expand its position in southern Bulgaria and improve the quality of its distribution
Buyer
Unilever is one of the world's leading suppliers of beauty and personal care products, home care, Food and beverages, which reach up to 2.5 billion users a day in more than 190 countries.The company has 161,000 employees, business turnover of 53.7 billion. euros in 2017 and contains more than 400 brands including Persil, Dove, Knorr, Domestos, Hellmann, Lipton, Wall, PG Tips, Ben & Jerry, Magnum, Lynx
In Central and Southern Europe, Unilever is working in the area of l & # 39; food, home care and personal hygiene via Unilever South Central Europe and Unilever Romania. Unilever South Central Europe through the Bucharest office is responsible for marketing and sales in Romania, Bulgaria, Serbia, Montenegro and Moldova
Business for about 100 million BGN
The ice cream market in the country is rated at about BGN 100 mln, and in recent years it has reached a value of about 10%, says Alexander Tsvetanov
This is not the first transaction of Unilever on the Bulgarian ice cream market. In 2011, the company became the owner of "Darko", obtaining rights over the brands, the distribution network and the production lines. The company was founded by Petar Tsvetkov and started its activity in 1991 and in 2007 became the majority property of the Balkan Accession Fund – BAF. In the ice cream industry, Unilever works in the Bulgarian market under the Algida brand. The company owns other brands of ice cream – Big Milk, Eskimo, Cornetto, Gold Card, Magic, Twister.
In 1994, the Greek Delta entered the almost monopolistic market dominated by the Serdika era, bought an ice cream factory in Varna, which in 2005 changed its ownership again. Then it became the property of Nestlé and was renamed Nestle Ice Crime Bulgaria. In October 2016, Varna participated in the new company Froneri. The reorganization is the result of a global agreement between the Swiss group Nestlé and the UK group R & R, which has united its activities in the ice cream sector. Froneri Bulgaria currently has an administrative building and logistics center in Sofia, an ice cream factory in Varna with seven production lines, a distribution and logistics center in Burgas and a logistics center in the village of Trud, Plovdiv region.
