Betty Ice sets up online store and dabbles in deliveries

Betty Ice, one of the biggest local ice-cream producers, is testing a home delivery service for Bucharest and will enter the online segment with a website that should be ready in the near future.

“We are currently working on developing the website which should be ready in two weeks”, according to Vasile Armenean, the owner of Betty Ice.

This is the first attempt of a local producer in the sweets industry to dip their toe in the e-commerce ocean, after IT&C retailer have dominated the field for years. Online has attracted fashion retailers such as Zara and Miniprix, but also traders in the food industry like Carrefour and Cora.

Betty Ice is also motivated to find a way to increase its sales during a period when people are not buying that much ice-cream given the capricious weather.

According to Armenean, the company is hoping that in the next three years the online segment of its business will grow to represent 5 percent of total sales. Last year, Betty Ice registered a turnover of EUR 20 million and a profit of approx. EUR 1 million. For this year, Vasile Armenean says he’s satisfied with EUR 19 million in business, according to wall-street.ro.

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Romanians consume on average 2 litres of ice-cream per year, four times less than in the case of a Scandinavian consumers, according to the latest data available. Romania’s ice cream market is valued at EUR 170 million and the biggest players are Nestle, Top Gel, Betty Ice and Unilever.