Germany

Germany is the largest market in Western Europe and accounted for 5 per cent of Cloetta’s sales. The market is characterized by its large proportion of discounters and hard discounters.

Cloetta’s position and organization

Cloetta is primarily active with the wine gum brand Red Band and the premium brand The Jelly Bean Factory. In addition, Lonka and Nutisal are sold in Germany. Through its strong heritage in wine gum products, Cloetta Germany has built a sustainable position with a candy portfolio covering different segments in the market. The Red Band standing, resealable pouch product line is clearly seen as a differentiator by both the German consumer and trade buyers.

Organization

Cloetta has its own small organization in Bocholt, Germany with 8 employees. The office takes care of customer contact and the brands and also has direct contact with all the large customers, which are supplied directly out of the Bocholt logistics centre. To ensure full country coverage, Cloetta Germany works with 6 different agents and over 60 sales representatives representing Cloetta.

 

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