Kraft Foods Romania, the biggest player on the chocolate and coffee market, is starting its campaign on the segment of sweet biscuits with a budget of over 2m euros in 2010. After having bet on Lu brand in the past two years, a brand it took over from Danone French producer in 2007 in an international deal, the company yesterday announced the launch of BelVita wholegrain biscuits domestically. The producer is thus battling Nestle on a market valued at less than 50m euros, on which the Swiss company has been the leader for several years. "We're investing over one million euros this year to launch BelVita in Romania. We want to boost domestic consumption of wholegrain biscuits and reach the top position on the category of sweet biscuits. At present, we rank second," stated Cristina Mosteanu, marketing manager chocolate & biscuits with Kraft Foods Romania. BelVita generates annual sales of around 250m euros for the US company, with the brand being present in eight countries. The producer also brought Oreo sweet biscuits, one of the biggest brands in Kraft Foods' international portfolio, in Romanian retail this year and threw Milka into battle with the brands already established on the segment of chocolate biscuits, such as Biskrem (Ulker) or Ulpio (Supreme Chocolat).

Kraft Foods Romania, the biggest player on the chocolate and coffee market, is starting its campaign on the segment of sweet biscuits with a budget of over 2m euros in 2010. After having bet on Lu brand in the past two years, a brand it took over from Danone French producer in 2007 in an international deal, the company yesterday announced the launch of BelVita wholegrain biscuits domestically. The producer is thus battling Nestle on a market valued at less than 50m euros, on which the Swiss company has been the leader for several years. "We're investing over one million euros this year to launch B