FDBusiness.com

Germany-based Eckes-Granini Group, one of the leading branded fruit juice producers in Europe, and KMV (Karlovarske Mineralni Vody), the leading bottled water supplier in the Czech market, have formed a strategic partnership. KMV has become the exclusive marketer of Eckes-Granini Group’s granini and YO brands in the Czech Republic and Slovakia.

“This strategic partnership is yet another step forward in keeping with our international expansion policy,” points out Thomas Hinderer, president and chief executive of the Eckes-Granini Group. “The Czech Republic and Slovakia are attractive European markets which offer additional potential for the granini and YO brands, both of which are already familiar to consumers in the region.”

Equal emphasis will be placed on expanding distribution in the retail trade and establishing a firm foothold in the out-of-home sector. The granini portfolio for the retail trade in the Czech Republic and Slovakia encompasses a variety of juices and nectars in 1.0-litre PET bottles, while the 0.2-litre returnable bottle is offered in the out-of-home sector. YO premium syrups are available in retail stores in 0.7-litre PET bottles with an anti-spill cap. Both conventional advertising campaigns and extensive below-the-line activities are planned in support of brand development.