Macromex takes over the distribution of Häagen Dazs ice cream

Macromex, one of the largest players in the Romanian food industry, will take over, starting in February, the distribution of Häagen Dazs ice cream. So far, the American ice cream brand has been distributed by Maresi Foodbroker.

"Last year we took over the distribution of Alpro and in February 2020 we will take over Häagen Dazs. We are talking about strategic partnerships because the vegetable ice cream segment was poorly covered, and in the second case we are talking about a gourmet ice cream, and with these takeovers we reach a complete portfolio", said Albert Davidoglu, CEO of Macromex

In terms of brand development approach and strategy, the executive said that there will be significant investments in this brand, in TV and digital campaigns.

"The owners of Häagen Dazs want the mass market now. Last year they launched the stick version and for that they need refrigerated display cases, and we fit very well with their strategy. In addition, the brand will have a presence in several points of sale. , even in independent retail," added Albert Davidoglu, CEO of Macromex