Unilever finalized the Betty Ice acquisition

Unilever announces that the Betty Ice acquisition is finalized, after the signing of the accord of the other two parts in January 2018. The Romanian Competition Council approved the accord in the basis of the assumed engagements and Betty Ice became the new member of the Unilever family.

Betty Ice was launched in 1994 by the Romanian entrepreneur Vasile Armenean, and now the company is the most important local ice cream producer in Romania, with a total turnover of EUR 30 million. The company owns a factory in Suceava and has over 180 ice cream booths open during summer. Betty Ice has 760 employees in Romania.

The Unilever Romania’s ice cream division and Betty Ice will operate together, combining the vision and Unilever’s global capacities with Betty Ice’s expertise and local know-how. The goal is to build a better business, capable of putting to the Romanian consumer’s disposal a portfolio of products that will satisfy the expectation of each segment, both from a price point of view, as well as a tastes’ one. Vasile Armenean, Betty Ice’s founder, will continue to lead this business as the company’s General  Manager.

The acquisition is finalized and we are happy to welcome the Betty Ice in our family. The changes that we’ve agreed with the Competition Council will have an impact over our business, but our mission is to serve our consumers, therefore we will respect the decision and we will concentrate on our plan of sustainable growth. The joining of our teams is part of our objective to bring the best quality ice cream to every Romanian,” said James Simmons, Managing Director Unilever South Central Europe.

On his turn, Vasile Armenean, General Manager Betty Ice, added:

Today is an important day in the Betty Ice history. We are proud that a Romanian ice cream brand joined the portfolio of a global leader on this segment. Our heritage and the Unilever vision are a perfect match for insuring the future of the Betty Ice brand.

 

About author
Romanita is Communication Consultant and journalist and, during her career, was editor in chief for the Romanian edition of Campaign and worked for Strategic.ro, Smark.ro, IQAds.ro, Ad Maker, MediaWeek, Biz publications and was also producer of “Marca Inregistrata” TV show

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