Dutch multinational dairy cooperative FrieslandCampina, the owner of Napolact, one of Romania’s strongest dairy brands, is reportedly looking to sell its local operations, according to sources cited by Ziarul Financiar. The news first surfaced on the Bizlawyer platform. According to market sources, if the deal goes through, its value is estimated at EUR 60-70 million.
Among the companies interested in acquiring FrieslandCampina’s Romanian operations are Sole Mizo, part of the Hungarian Bonafarm group, and Danone, the French dairy giant. Sole Mizo is backed by Hungarian billionaire Sándor Csányi, who also serves as the president of OTP Bank Group.
FrieslandCampina operates in Romania under the brands Napolact, Campina, and Dots, offering a wide range of dairy products, including milk, yogurt, cheese, butter, and milk-based snacks. Among these, Napolact stands out as the strongest brand in the group’s portfolio in Romania. It is one of the best-selling dairy brands in the country, with a product lineup that includes milk, yogurts, cheeses, butter, and more.
Competitive Landscape and Financial Performance
In Romania’s milk processing market, FrieslandCampina ranks as the fifth-largest player, following Albalact, Danone, Olympus, and Hochland—all of which are subsidiaries of international groups. Financial data from the Ministry of Finance shows that in 2023, FrieslandCampina reported a turnover of RON 564 million, marking a 2% decline compared to the previous year. The company also reported a net loss of RON200,000, a contrast to its RON200,000 lei profit in 2022.
In 2023, FrieslandCampina employed an average of 491 people. The company currently runs two production facilities in Romania, located in Baciu (Cluj County) and Târgu Mureș. However, over time, FrieslandCampina has shut down several other factories in the country.
The sale of Napolact has several potential implications
Market Consolidation: If another dairy company acquires Napolact, it could lead to further consolidation in the Romanian dairy market. This could potentially reduce competition and lead to higher prices for consumers, though it could also lead to efficiencies that benefit consumers.
Investment and Innovation: A new owner could bring fresh investment to Napolact, leading to modernization of facilities, new product development, and expansion into new markets. This could benefit both the company and the Romanian dairy sector as a whole.
Changes in Product Offerings: The new owner might decide to change Napolact’s product offerings, focusing on different product categories or brands. This could impact consumer choice.
Impact on Local Suppliers: Napolact likely works with many local dairy farmers and other suppliers. A change in ownership could impact these relationships, potentially leading to changes in sourcing practices.
Brand Evolution: While the Napolact brand is well-established, a new owner might choose to evolve the brand identity, marketing strategies, or even the name itself over time.
It’s important to remember that these are just potential implications. The actual impact of the sale will depend on the specific buyer and their strategic plans for Napolact. Until the sale is finalized and the new owner announces their intentions, much remains uncertain.
FrieslandCampina at a Glance
Year founded: 2008 Headquarters: Amersfoort, Netherland Employees worldwide: 20,928 Member dairy farmers: 14,634
