"Doncafe"
brand, which was launched in Romania by "Strauss" group in 2008,
covered 30% of that market in only one year.
The results in Romania are part of the strategy of "Strauss" group, of which aim is to achieve regional and international presence of "Doncafe", one of the well-known local brands in Serbia over the last ten years. "Strauss" group invested about 15m EUR in introduction of "Doncafe" in Romania.
"Doncafe" in Romania is produced as roasted and ground coffee, instant coffee, instant coffee-based mixes, and it is intensively present in HoReCa segment and achieves significant successes. The packaging was designed by London-based agency "Design Bridge". The company has opened its coffee shops in Bucharest where all "Doncafe" drinks are served.
- By covering one third of Romanian market, we crowned the strengh of domestic "Doncafe" brand. We are proud of the fact that consumers in the region trust "Doncafe", and that motivates us to resume development of "Doncafe" family in the whole region - said Aleksandra
Bera, the Marketing Manager in "Strauss Adriatic".
Before the introduction of "Doncafe", "Strauss" was present in Romania with "Elite" and "Fort" brands, and it brought the 70-year coffee processing experience to that market.
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