Grup Serban Holding relaunches four ranges of bakery products under the Granero brand

Deniza Cristian 12/12/2022 | 12:44

Grup Serban Holding, a Romanian entrepreneurial company active in several fields in agriculture, announces the relaunch of four ranges of bakery products under the Granero brand by changing recipes and rebranding.


The relaunch of these ranges of bakery products represents a new component of the integrated activity system that Grup Serban is based on. It includes the agricultural segment, which supplies raw materials used by other verticals, namely bakery, pastry, and confectionery. The success of the assortments already on the market, such as Prokorn or Pâinea Răzeșilor, led us to diversify our portfolio of bakery products, which now includes well-segmented product categories, covering a wide variety of customer tastes and needs. Grup Serban will continue investments for each company within the group so that we diversify the product portfolio, which maintains the level of quality that our customers are used to”, stated Irina Serban, Deputy CEO of Grup Serban Holding.

The company is relaunching its current bakery products with a focus on rebranding and improving recipes. It segmented the products under the Granero brand into four ranges, the vast majority having a high sourdough content of up to 40%.

The Pro range contains the Prokorn, Proseeds, and Prospelta assortments, which include seeds and grains. The Răzeși range consists of the Răzeși cu Porumb, Răzeși cu Fulgi de Cartofi and Răzeși cu Tărâțe și Secară products, containing sourdough. The Special range consists of two varieties suitable for a diet: Special with reduced carbohydrate content and Special with reduced salt content. Last but not least, the Super Range includes products made from wheat and 40% sourdough, namely Super with white flour, Super with black flour, and Super with graham flour.

For this project, Grup Serban engineers collaborated in developing new recipes with bakery specialists from the Netherlands and Sweden. All these products will be available in most supermarkets in Romania, where the company already has bakery products under the Granero brand. Following the investment in diversifying the product portfolio, Grup Serban’s production capacity for the entire business line dedicated to the bakery, pastry, and confectionery is 20 tons per day.

In the line of business focused on bakery, pastry, and confectionery, where Grup Şerban owns a bakery, a confectionery laboratory, and five stores under the Băcănia Şerban brand, the company recorded a turnover of 20.7 million lei in the first six months of the year, a 16% increase compared to the same period in 2021. This increase was supported by the 24% increase in sold production, representing the volumes traded through retail chains, the update of contract prices, and the 8% revenue increase, up to 8.8 million lei, from the sale of products sold through Băcănia Șerban.

Grup Șerban Holding shares are listed on the AeRO market of the Bucharest Stock Exchange as of February 28, 2022, and are traded under the symbol GSH. Currently, the company has a market capitalization of over 317 million lei.

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Deniza Cristian | 12/04/2024 | 17:28
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