Former head of Friesland has contracts with Auchan and Billa for Hungarian brand Sole Mizo

Sole Mizo Romania, a subsidiary of the Hungarian dairy producer by the same name, intends to bring 22 fresh dairy products onto the shelves of modern retail stores by the end of this year, with the first to be launched being UHT milk and fruit pulp yoghurt. "We are present in Auchan and Billa with our brands, in Metro with UHT (ultra high temperature-processed) milk, in Kaufland with private label UHT milk, and we will gradually enter most of the largest modern retail chains. To traditional trade we want to go through wholesalers," said Gerbrant de Boer, chief executive of Sole-Mizo Hungary. Gerbrant de Boer, 39, took over as CEO of dairy producer Sole-Mizo in Hungary in the first quarter of last year after eight years at the helm of Friesland Foods Romania (currently FrieslandCampina Romania), leader of the Romanian dairy market. The next few months will see Classico products on the store shelves (milk, plain yoghurt, sour cream and cheese, Flört (yoghurt with layered fruit pulp and desserts) and Gustoso (butter cream), all under the Sole brand.