Kraft discreetly enters ice-cream market with Milka through Bulgarian partner

Kraft Foods, the biggest player on the domestic chocolate market, has recently entered the ice-cream segment through Darko company that holds the licence for the production and distribution of Milka ice cream in Romania and Bulgaria. Darko is Bulgaria’s second biggest ice-cream producer, controlled by an investment vehicle held by the Romanian-American Enterprise Fund (RAEF) and the Bulgarian-American Investment Fund. Kraft is this way discreetly entering a market where Unilever giant officially launched its Algida ice-cream unit this May. “(…) Marketing investments related to Milka ice-cream on the Romanian market are initiated and sustained by Darko,” said Kraft Foods Romania representatives. The Bulgarian company also brought Darko ice cream in Romania, currently distributed together with Milka in locations such as filling stations or traditional retail stores. Darko representatives did not provide any information on the Romanian market operations by edition close.