Hot chocolate, a product that has recently become a habit for the Romanian consumers, after having been introduced and promoted mainly by multinationals, has also become attractive for the domestic producers, which are now trying to work their way into the market. Until recently, there was only one player prevailing on this market, which is estimated to total about $18 million. La Festa International established its own productive facility in Valenii de Munte this February. Another player, Elite Romania entered this market in late last year. A smaller company, Alex & Comp SRL, has begun to work its way among the international players by having recently reached the supermarket chains through its Alex chocolate brand. Alex & Comp posted $4.3 million turnover in 2002, up 30% from 2001, when it posted $3.3 million. "The turnover increase can be explained by both an increase in the sales of our own products, supported by the sales team and the change in the product looks, as well as by the increase in the sales of all the other products we distribute in Galati and Braila," marketing manager Laura Matei says. ZF
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