The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Romanian producer Biborteni, which holds around 5% of the national mineral water market, expects to increase sales by 2% in the wake of product portfolio diversification.

However, the company forecasts that 2007 turnover will have advanced by 22% from a year earlier, and the company’s diversification into juice production and sodas are likely to benefit from the 30% overall growth of the soft drinks market.

“I believe a possible hot summer in 2008 isn't going to take producers by surprise again, because they will build larger stocks than this year,” said Madalin Simion, a brand manager at Biborteni.

In 2007, the company relaunched Biborteni mineral water in three formulae with various degrees of carbonation, having added a second water brand, Valea Brazilor, to its portfolio at the end of 2006.

Biborteni’s main rivals are Romanian mineral water producers Romaqua, Apemin Tusnad, Perla Harghitei, Bucovina, as well as Coca-Cola Hellenic, owning Dorna Apemin bottler.