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The group Unilever has decided to expand production capacity in Eastern Europe, with the support of its ice cream plant in Veszprém, in West Hungary.
The multinational plans to add a new production base to those already active in Central and Eastern Europe (that of Veszprém and the planting of Gdansk, in Poland). The new structure would be built in Russia by 2014, with an investment of 140 million U.S. dollars.
The system of Veszprém, announces the company will not suffer any adverse effect on this expansion, because its production is not directed at former Soviet bloc countries. Indeed, it seems Hungary could see more choice of ice cream with the addition of the brand Napoca Romania, recently acquired by Unilever.
Unilever has in fact entered the market earlier this year in Romania and the Hungarian system could provide this state of Algida and Carte d'Or ice cream, since production in Veszprém has tripled over the years. Also in 2009, in March, Unilever announced the largest investment in the history of ice cream.
The company has invested € 5 billion for development and the renewal of its main brand of ice cream, the Algida, known as Wall's in Britain, Spain under the name Ola Langnese and that of Germany. The brand also known as "kind of heart" because of his logo, he decided to start a summer marketing campaign throughout Europe.
The news, to tell the truth, it is not surprising, given that the brand can bring out new products every year, with more and more advanced marketing strategies. Unilever also has recently expanded into Russia with the acquisition of Baltimore, the leader of the production di ketchup sul mercato russo. Unilever ha iniziato ad investire in Russia nel 1992 e possiede alcuni marchi tra i più noti a livello mondiale, tra cui Calvé, Lipton, Knorr, cif, Dove, Rexona e Sunsilk.
Redazione Economia.hu
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