Feleacul challenges Wrigley

Cluj-based Feleacul Company will start selling a new product this year, aimed especially at the maximum visibility display stands in stores and supermarkets. It will sell Negro-branded eucalyptus and menthol flavoured candy with juniper or vitamin C content in small boxes. The company management believes this product will drive Feleacul’s sales up. “We are meeting the demand on a market dominated by Wrigley products halfway,” stated Andrei Katona, the company’s marketing director, who would not provide any information as to the financial effort involved. Wrigley launched the Solano candy at the end of last year and company officials estimated this would get them a 10-15% of the candy market in a short while. Feleacul is a Romanian-owned company, controlled by businessman Octavian Buzoianu. ZF