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Consumer Goods Manufacturers
30 September 2004
Cloetta in brief
-Annual sales of around SEK 5.3 billion
-Leading local brands in 6 countries
-Leading market positions in Sweden, Finland, Norway, Denmark, The Netherlands and Italy
-2,600 employees in 12 countries
-Production at 10 factories in 5 countries
-Listed on NASDAQ OMX Stockholm.
Cloetta, founded in 1862, is a leading confectionery company in the Nordic region, The Netherlands, and Italy. Cloetta is manufacturing and marketing sugar confectionery, chocolate products, pastilles and chewing gum. In total, Cloetta products are sold in more than 50 markets worldwide. Products and brands Cloetta owns some of the strongest brands on the market, e.g Läkerol, Cloetta, Jenkki, Kexchoklad, Malaco, Sportlife, Saila, Red Band and Sperlari, all with a long heritage tradition. Cloetta has leading brands within the different product categories in several countries. Chocolate Within chocolate Cloetta has a leading position in Sweden with the brands Kexchoklad, Polly, Center and Plopp. In Finland Cloetta has a strong local position with the brands Tupla, Royal, Polly and Center. In Norway popular brands are Popsy (Polly), Center, Sportlunch and Bridge, and in Italy Cloetta is the leader in Christmas seasonal products with Sperlari. Sugar confectionery In Norway, Finland, Sweden and Denmark, Cloetta has harmonised its leading brand Malaco and in the Netherlands the brand Red Band. Additional strong brands include Ahlgrens bilar, Venco, Galatine, Chewits and Juleskum. In Italy the brand Dietorelle was the first sugar-free candy. In Italy, Cloetta has strong local position with the seasonal brand Sperlari and with the sweetener brand Dietor. Pastilles and chewing gum The Group?s largest pastille brand, Läkerol, is more than 100 years old. Other leading pastilles brands are Mynthon, King and Saila. Within chewing gum Cloetta is the leader in Finland with the brand Jenkki and has a leading position in the Netherlands and Belgium with Sportlife and Xylifresh. Cloetta has also paved the way for the use of xylitol in chewing gums. Market and sales Cloetta?s six main markets are Sweden, Italy, Finland, the Netherlands, Norway and Denmark. In these markets Cloetta has its own sales and distribution organisation with strong customer relations and category expertise. In total, Cloetta products are sold on 50 markets world-wide. Outside the key markets, a distributor model is used. Production Cloetta has 10 factories in five countries covering most production technologies. To address the structural overcapacity in the Group, the factory in Alingsås (Sweden) was closed in the forth quarter 2012 and the factory in Aura (Finland) was closed in the first quarter 2013. The factory in Gävle will be closed at the beginning of 2014. Strategies The Group focuses on volume growth and margin expansion, cost efficiency and employee development. Strong local brands and presence combined with a widening of the product range as well as the launch of and potential acquisition of new products and brands will support the growth. Synergies, production restructuring and improved processes and systems will improve cost efficiency. The market The confectionery market is fairly insensitive to cyclical fluctuations, and is one of the most impulse driven goods groups within retail. Consumption patterns and flavour preferences vary between markets, for example, chocolate consumption is significantly lower in the Nordic countries compared with the rest of Europe, while the consumption of sugar confectionery is higher in the Nordic countries than the rest of Europe. Confectionery consumption also varies a lot, for example the per capita consumption in the Nordic countries is more than twice the consumption in Italy.
This material and accompanying data is based on submissions from RSPO members which has not been independently verified and is provided by the RSPO and authors without warranty of any kind, either expressed or implied. By making use of this material you do so at your own risk and you accept that the author shall not be liable for any claims, liabilities, losses, damages, costs or expenses of any kind arising.