ANNUAL REPORT 2008 - Eckes-Granini Group

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26 Germany “ Our products are healthy and authentic, and I’m proud of that. Daniela May ” | Germany | ECkES-GRANINI DEUTSCHLAND GMBH: CONTINUED SUCCESS FOR THE MARkET LEADER The German non-alcoholic beverage market showed slight gains in both volume sales and value sales in 2008. Water-plus products achieved particularly strong growth. The marked trend toward non-returnable packaging units continued. In contrast, the fruit beverage market experienced another difficult year. Overall, volume sales declined by 4.1 % – due to price increases during the first two quarters. Value sales rose by 4.7 % despite a downward trend toward the end of the year. Growth in the smoothie segment slowed significantly over the course of the year. * Once again, Eckes-Granini Deutschland GmbH asserted its strength in a difficult overall market situation and achieved good growth. The German market leader in fruit beverages recorded a turnover gain of nearly 6 % and extended its lead with a value-based market share of 14 % (2007: 13.7 %). * This positive trend was driven by the basic portfolio and by new products. By establishing its strategic brands in new product categories, Eckes-Granini Deutschland laid the foundation for future growth. One key growth driver was the hohes C brand. Both the classic fruit juice range – which clearly surpassed the 200-million-litre mark in volume sales for the first time – and the hohes C Naturelle water-plus line introduced in 2007 contributed significantly to the overall results. Following strong gains in 2006 and 2007, the granini brand fell slightly short of expectations in 2008. The hohes C Naturelle sub-range launched in 2007 proved its value as a sustainable innovation during the past business year. With this unique thirst-quen ching combination of natural, non-carbonated mineral wa ter and pure juice, Eckes-Granini Deutschland succeeded impressively in positioning itself as the third-largest supplier in the water-plus segment. The Apple-Pear variety added to the line in March 2008 at tracted new consumer groups to the hohes C brand. The launch of the new hohes C Mild Multivitamin juice was a complete success. With the new product and the Mild Orange and Mild Apple varieties, hohes C clearly dominates the growing “mild juice” segment with a market share of 55 %.
The launch of the Apple-Cranberry variety represented a timely addition to the granini range and a key innovation in keeping with the trend toward red fruit beverages. That applies as well to the Cranberry Spritzer, which was developed exclusively for the outof-home sector and provided new impulses to strong sales of beverages in 0.2-litre table bottles. Under the influence of weak growth performance of the smoothie market, however, the granini Fruchtgenuss Smoothie failed to meet expectations. The company established a completely new category with the fruit snacks introduced to the FruchtTiger line for children. Now available in three varieties – Apple-Banana-Strawberry, Multi-Fruit and Apple- Cherry-Banana – the new product concept has be come very popular among consumers. Made from 100 % fruit, the FruchtTiger fruit snack is an attractive alternative as a healthy between-meal treat – and the perfect solution for kids on the go in the convenient pouch pack. Despite the general stagnating trend in out-of-home consumption, Eckes-Granini made good gains in this sector as well. The granini brand extended its market lead. In addition to broad-based support for all brands through media campaigns in all relevant channels (print, TV, etc.) and attractive POS activities, advertising activities in 2008 were focused on hohes C Naturelle and a new TV commercial for the hohes C juice range. With the installation of a second PET filling line and the successful upgrade of the water-treatment system, the company has equipped the Bröl production plant to meet the challenges of the future. Comprehensive measures were undertaken to maintain and expand the company’s key expertise in the field of cold-aseptic filling. Fittingly celebrated with a big party for employees and a promotional campaign in the retail trade, the 50th birthday of the hohes C brand was truly a milestone occasion. hohes C – a genuine brand classic – has been synonymous with healthy orange juice for half a century. With its superior quality and unique position as a vitamin C supplier for the whole family, hohes C was a success from the outset and has retained its clear market lead ever since. In 2009 the company plans to focus on strengthening its portfolio of refreshing, thirst-quenching beverages with hohes C Naturelle and granini Fruit Prickler, while expanding the new “fruit snack” category under the FruchtTiger line of children’s products. Core business will also remain a focal point of marketing investments in 2009. | * Market data for the retail food trade, incl. hohes C Naturelle Germany 27
Page 1 and 2: AnnuAl rEport 2008
Page 3 and 4: | Corporate Boards | Supervisory Bo
Page 5 and 6: | Contents | 1. Foreword 2 2. Busin
Page 7: From left to right: Michael Augusti
Page 10 and 11: 6 Business Year 2008 Key Figures 20
Page 12 and 13: 8 Business Year 2008 One of the mos
Page 14 and 15: 10 Business Year 2008 Supply Chain:
Page 16 and 17: 12 Business Year 2008 | Important e
Page 19 and 20: | People make the difference at Eck
Page 21 and 22: | We bring the best of fruit for a
Page 23 and 24: | Employees in dialogue | The follo
Page 25 and 26: What are other reasons why you enjo
Page 27 and 28: Menschen bei Eckes-Granini 19
Page 29: Country Strategic brands Value-base
Page 33 and 34: A major focus for Eckes-Granini Fra
Page 35 and 36: “ I feel proud to work for Eckes-
Page 37 and 38: The attitude and leadership style
Page 39 and 40: “ The feeling is as if we are one
Page 41 and 42: “ For me it is especially rewardi
Page 43 and 44: Export 39
Page 45 and 46: Wesentliche kennzahlen, kurzerläut
Page 47 and 48: Eckes-Granini Group GmbH AnnuAl rEp

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