Cloetta, founded in 1862, is a leading confectionery company in the Nordic region, The Netherlands, and Italy. Cloetta is manufacturing and marketing sugar confectionery, chocolate products, nuts, pastilles and chewing gum. In total, Cloetta products are sold in more than 50 markets worldwide.
Products and brands
Cloetta owns some of the strongest brands on the market, e.g Läkerol, Cloetta, Jenkki, Kexchoklad, Malaco, Sportlife, Saila, Red Band, Sperlari and Nutisal, most of them with a long heritage tradition. Cloetta has leading brands within the different product categories in several countries.
Within chocolate Cloetta has a leading position in Sweden with the brands Kexchoklad, Polly, Center and Plopp. In Finland Cloetta has a strong local position with the brands Tupla, Royal, Polly and Center. In Norway popular brands are Center, Sportlunch and Bridge, and in Italy Cloetta is the leader in Christmas seasonal products with Sperlari.
Cloetta in brief
- Annual sales SEK 5,9 billion in 2016
- Operating profit (EBIT), adjusted of SEK 758m in 2016
- Leading local brands in 6 countries
- Leading market positions in Sweden, Finland, Norway, Denmark, The Netherlands and Italy
- 2,600 employees in 14 countries
- Production at 12 factories in 6 countries
- Listed on Nasdaq Stockholm.
In Norway, Finland, Sweden and Denmark, Cloetta has harmonised its leading brand Malaco and in the Netherlands the brand Red Band. Additional strong brands include Ahlgrens bilar, Venco, Galatine, Chewits and Juleskum. In Italy the brand Dietorelle was the first sugar-free candy.
Pastilles and chewing gum
Within chewing gum Cloetta is the leader in Finland with the brand Jenkki and has a leading position in the Netherlands and Belgium with Sportlife and Xylifresh. Cloetta has also paved the way for the use of xylitol in chewing gums.
In January 2014 Cloetta acquired Nutisal, a leading Swedish producer of dry roasted nuts. The Swedish market accounts for around half of sales, but Nutisal is also sold in Denmark, Norway, Germany and the Benelux countries. Nutisal holds the number two position in the branded nuts market in Sweden. Production, i.e. dry roasting, season and packaging, takes place in Helsingborg, Sweden.
Market and sales
Cloetta’s six main markets are Sweden, Italy, Finland, the Netherlands, Norway and Denmark. In these markets Cloetta has its own sales and distribution organisation with strong customer relations and category expertise. In total, Cloetta products are sold on 50 markets world-wide. Outside the key markets, a distributor model is used.
Cloetta has 12 factories covering most production technologies. The factories are found in Sweden, Italy, the Netherlands, Belgium, Slovakia and Ireland.
The Group focuses on volume growth and margin expansion, cost efficiency and employee development. Strong local brands and presence combined with a widening of the product range as well as the launch of and potential acquisition of new products and brands will support the growth. Synergies, production restructuring and improved processes and systems will improve cost efficiency.
The confectionery market is fairly insensitive to cyclical fluctuations, and is one of the most impulse driven goods groups within retail. Consumption patterns and flavour preferences vary between markets, for example, chocolate consumption is significantly lower in the Nordic countries compared with the rest of Europe, while the consumption of sugar confectionery is higher in the Nordic countries than the rest of Europe. Confectionery consumption also varies a lot, for example the per capita consumption in the Nordic countries is more than twice the consumption in Italy.