Ukraine

Team size

170

Established

1999

Brands

Segments

Instant, Roast & Ground

Production

Packaging instant coffee / import Roast & Ground products

Channels

Retail, HoReCa

Strauss Ukraine LCC was established in 2001 to harness the opportunities of the emerging Ukrainian coffee market, with Ukraine being one of Strauss Coffee’s first footholds in the CIS (a federation of former Soviet Union countries).

The Strauss Coffee Ukraine team has expanded their successful Roast & Ground business into a range of new segments. Roast & Ground coffee was launched under the Fort brand in 1999 (as an Elite company) and instant powder and agglomerated coffee in 2002. The range of local brands include premium brands (Totti Caffe and Ambassador), mainstream brands (Chorna Karta), value brands (Fort) and non-coffee hot beverages for a healthy lifestyle (Elite Health Line).

An Away from Home division was established in 2003 and quickly became one of the leading players in that segment, contributing to the development of the country’s retail business and coffee shop culture.

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Market analysis and business approach

The market

Ukraine has a population of 42 million and a diverse range of coffee tastes. Strauss Ukraine LCC was established in 2001 to harness the opportunities of the emerging Ukrainian coffee market and was one of the first locations of Strauss Coffee in the CIS (a federation of former Soviet Union countries).

The opportunity

Key to the Strauss Coffee Israel strategy is to maintain and leverage the natural advantage of being the first coffee brand in Israeli homes more than 60 years ago. This is achieved through innovation – understanding consumers and seeking out the most relevant insights as a basis for offering consumers products tailored for their needs. Today, the team is focusing on innovating throughout all coffee segments – from new products like the Coffee Shot coffee .

Local Knowledge

Ukrainians, especially in western Ukraine, prefer mainly roast and ground coffee. It is prepared in a traditional ibric (kettle) or directly in a cup. Instant coffee is the preferred coffee at home, and is prepared with sugar and often with milk. Going out for coffee is becoming increasingly popular and the coffee shop culture is developing in Ukraine, especially in urban areas.

Authentic Local Brands

Leveraging their in-depth knowledge of Ukrainian tastes, the Strauss Coffee Ukraine team has expanded their successful Roast & Ground business into a range of new segments. Roast & Ground coffee was launched under the FORT brand in 1999 (as an Elite company) and instant powder and agglomerated coffee in 2002. An Away from Home division was established in 2003 and quickly became one of the leading Away from Home players on the market, contributing to the further development of the country’s retail business. The range of local brands include premium brands (Totti Caffe and Ambassador), mainstream brands (Chernaya Karta), value brands (Fort) and non-coffee hot beverages for a healthy lifestyle (Elite Health Line).