Business Daily from THE HINDU group of publications
Friday, Apr 27, 2007
ePaper
Business Daily from THE HINDU group of publications Friday, Apr 27, 2007 ePaper |
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Marketing
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Brands
Our Bureau
Kolkata April 26 The Tetley Group, a subsidiary of Tata Tea Ltd, is to acquire the Vitax and Flosana trademarks in Poland, from Premium Foods. An agreement in this regard has been signed. The acquisition of the trademarks is being funded by the Tetley Group, according to company sources. The combined turnover of Vitax and Flosana brands is $23 million. Vitax is a major player in the Polish speciality tea segment. Their range of fruit, herbal and green teas complements the Tetley portfolio of black and Earl Grey teas.
Strong Business
The acquisition helps Tetley occupy the number two position in the Polish tea market with a 10.5 per cent value share on a turnover of $36 million. Premium Foods currently distributes the Tetley brand in Poland alongside Vitax and Flosana. The arrangement will continue, the sources add. In a statement, Mr Garry Nield, Managing Director of Europe & Emerging Markets for the Tetley Group, commented, "Tetley already has a strong business in Poland built on black and Earl Grey teas. There is significant potential to grow the fruit and herbal market in Poland and it makes sense for us to acquire an established and successful range of fruit and herbal products, rather than start afresh with a new Tetley range. "This transaction will allow Tetley to offer the Polish tea drinker a wider choice of great tasting teas while continuing our strong distribution arrangements to deliver outstanding customer service."
More Stories on : Brands | Mergers & Acquisitions | Tata Tea Ltd
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