Golden Foods Snacks SA to sign a partnership with PepsiCo for the distribution of ELMAS products in Romania

Deniza Cristian 31/03/2022 | 11:25

Golden Foods Snacks SA, one of the main players on the Romanian FMCG market, announces that, as of January this year, PepsiCo Romania is the main distributor of Elmas products, for different types of sunflower seeds such as black, stripped and white, pumpkin seeds, peanuts, pistachio, cashew and almonds. 


In the first 2 months of collaboration with PepsiCo Romania, Golden Foods Snacks SA managed to triple its numeric distribution on the Romanian market compared to 2021. Through its distribution partnership with PepsiCo Romania, Golden Foods Snacks SA aims at increasing its active clients by 5 times compared to 2021 by the end of the year. The reaching of this goal is also based on the development of a vast TV advertising campaign of the Elmas brand incentivising PepsiCo’s distribution activities. The “Miezul Contează”/ “It’s the Kernel that Counts” TV campaign is the first advertising campaign of Elmas brand, with an objective to raise the awareness on the Elmas products and to bring them closer to Romania’s consumers. 

“Looking at the Romanian distribution market, PepsiCo Romania was definitely the first option to consider, and we are happy for having closed this partnership, where PepsiCo’s vision coincided with the values of Golden Foods Snacks SA. We look at this new development as the next stage of the growth of the company, bringing Elmas products closer to a wider range of consumers. With the support of PepsiCo Romania, we set out to expand nationally by having the best distribution and market visibility”, says Sorin Petre, Golden Foods Snacks SA, Head of Finance. 


“Entering the peanuts and seeds market in Romania is a good opportunity for our growth strategy and we are delighted with the new partnership with Elmas, a brand recognized for the superior quality of its products in this segment. We will continue to strengthen our position in the market through this collaboration, taking into account the upward trend of this category, by including 22 delicious snack options for consumers in Romania. We have ambitious plans for 2022, and this is another step in complementing PepsiCo’s portfolio with diverse nutritional alternatives“, says Adrian Lăcătuș, East Balkans Senior Commercial Director, PepsiCo. 

For this year, Golden Foods Snacks SA has a budget of over EUR 1 million to invest in its factory in Filipeştii de Pădure, Prahova County, by investing in the purchase of the building, of new packaging machines, of new peanut/cashew nuts roasting machines.  

The value of the investment will improve its manufacturing capacity and efficiency and prepares the company for the planned growths. 

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