Heidi: 45% higher sales

Heidi Chocolats Suisse, the producer of the Heidi chocolate, posted sales worth around 12.5 million euros last year, while the last three months generated around 40% of the company’s business. “November is usually the best month of the year for sales,” said Nikos Anyfantis, marketing & trade manager of Heidi Chocolats Suisse. The company’s sales increase of 45% (in euros) in 2007 against the previous year has to do in part with new export markets, which include several Arab countries. The company’s Bucharest-based chocolate factory exports over 10% of its output to both EU and non-EU countries. Heidi is relying on the premium segment of the chocolate market, which saw substantial increases over the last two months of 2007, thanks to the winter holidays. According to market players, sales of premium pralines increased as much as 4 times in December, compared with a regular month, after an over 80% increase recorded 9 months into the year. Heidi’s producer holds an over 5% share of the Romanian chocolate market, with its main rivals being Kraft Foods, Ferrero and Storck. In 2006, the super premium segment was estimated to account for 10% of the market, valued at 20 million euros. Heidi also imports chocolate specialties produced by the Swiss company Confiseur L?derach AG, which are sold in a store in the Plaza Bucuresti mall.