Strauss Coffee B.V. acquires the “Amigo” Brand of Coffee Products for USD 20 million
The “Amigo” brand is one of Romania’s market leaders in soluble coffee
Strauss Coffee B.V. (hereinafter “Strauss Coffee”), owned 74.9% by Strauss Group, 25.1% by TPG Capital, have signed an agreement with Cia. Iguacu de Café Soluvel to acquire the “Amigo” brand of coffee products, sold primarily in Romania.
The “Amigo” brand has been well-known in Romania since 1982 and, since then, has spread to other countries in the region. The net revenues of the brand are estimated at approximately USD 12.5 million in 2012 and its volume market share in coffee in Romania is estimated at approximately 1.8% in 2012.
The agreement is subject to the approvals of the Romanian Competition.
Strauss Coffee will pay USD 20 million for the trademarks, the domain names and the exclusive rights to use the “Amigo Formula” in Romania and Bulgaria. This will grant Strauss Coffee full ownership over the brand in these countries.
Strauss Coffee is active in Romania since 1994 and sells coffee primarily under the “Doncafe” brand (volume market share in coffee in 2012 is estimated at approximately 22%).
Tomer Harpaz, interim manager of Strauss Coffee: “This acquisition further enhances Strauss Coffee’s competitive position in the coffee category in Romania as well as in other Central and Eastern European markets. Strauss Coffee, through Strauss Romania, intends to further develop the “Amigo” brand in the area”.
Strauss Coffee is a global coffee player with annual sales of over 1 billion dollars. The Company has built authentic local coffee brands that hold leading positions on the markets of operation, such as Israel, Brazil, Poland, Romania, Serbia, Russia and Ukraine. The Company produces various coffee products including soluble, Roast and Ground, cappuccino and espresso, and other complementary products. The Company also provides solutions for coffee consumption away from home. The Company has 14 production sites around the world and employs over 6,000 people. Strauss Coffee continues to develop its business and brands in order to offer a coffee experience with an authentic local flavour to a greater number of consumers across the world.