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Campbell Soup Co and Coca-Cola Hellenic in Russian distribution deal
Campbell Soup Company has announced it has entered into a long-term agreement with the Coca-Cola Hellenic Bottling Company SA for the distribution of ‘Campbell’s Domashnaya Klassika’ (Campbell’s Home Classics) concentrated broth and other soup products in Russia.
Douglas R Conant, Campbell’s president and CEO, said: “Establishing a long-term distribution partnership with Coca-Cola Hellenic, the largest distributor in Russia, is an important step in unlocking the potential of the Russian soup market for Campbell. The emerging markets of Russia and China represent a significant growth opportunity in the business that Campbell knows more fully than any other company in the world. These markets will play an increasingly important role in Campbell’s future as we gain momentum in our key areas of focus.”
Under the terms of the agreement, Campbell will be responsible for consumer and market research, brand management, marketing, product development and production. Coca-Cola Hellenic will be responsible for distribution, sales, in-store marketing and trade receivables. Financial terms were not disclosed.
Expanding distribution
Coca-Cola Hellenic is currently distributing ‘Campbell’s Domashnaya Klassika’ products in the Moscow region, and in August 2009 plans to expand distribution to more than 100 cities and 12 regions of Russia, with further nationwide distribution to follow.
Larry McWilliams, president, Campbell International, said: “Coca-Cola Hellenic has a world-class distribution network in Russia and its other markets, unmatched by any other distributor. Working with Coca-Cola Hellenic, we’ll be able to accelerate distribution throughout Russia, expanding more quickly into additional markets.”
Coca-Cola Hellenic is Russia’s largest distributor and seller of beverages and is responsible for managing the sales and distribution of an extensive range of brands of The Coca-Cola Company and other brands. The company operates 14 plants, with distribution centres located across the country.
Chris Delaney, president of Campbell’s Emerging Markets, added: “Campbell and Coca-Cola Hellenic share a vision and belief in the opportunity to develop a large commercial soup business throughout Russia. We look forward to working together to build one of the world’s great soup businesses in this market.”
Source: Campbell Soup Company
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