Romania

Team size

238

Established

1994

Brands
  • Doncafe
  • Amigo
  • Beanz
  • Totti
Main Segments

Roast & Ground, Instant, Beans, Mixes, Single Portion

Production

Roast & Ground, packaging, Roast & Ground, packaging instant coffee, beans and mixes

Channels

Retail Away from Home (Horeca & Vending)

Elite was among the first − and the highest quality – multinational coffee brand to appear on the Romanian market. The Strauss Coffee factory, with its modern production equipment, was a first for the Romanian market and Strauss is the only multinational coffee company with a local factory.

Romania has a well-established coffee culture, with roast and ground coffee accounting for more than 80% of their coffee consumption. Consumers, however, are paying more attention to coffee quality and are open to new coffee segments such as mixes, espresso or espresso-based drinks. Strauss is a strong #2 in the roast and ground segment and leads in the instant segment with Amigo. With the Doncafé, Amigo, Fort and Totti brands Strauss covers every price tier.

Brands
Amigo / Romania
BeanZ / Romania
Doncafe / Romania
Totti / Romania
Export Markets
Bulgaria
Bulgaria
Products exported: R&G, Instant, Mixes, Beans
Moldova
Moldova
Products exported: R&G, Instant, Mixes, Beans