EXCLUSIVEBRANDSOURCING RETAILER/WHOLESALER ...

www.lekkerland.com
Total 2011 Sales: $17.1 Billion (€ 12.3 Billion) +0.8%
Percentage of Sales in Exclusive Brands: N/A
Principal Business: In 1960, four confectionery wholesalers in Germany joined to form
Lekkerland, a convenience wholesaler, catering to small-scale retailers. The company has since
grown to become a major wholesaler, active in nine Western European countries and serving more
than 125,000 outlets: petrol stations, tobacco shops, newsstands, kiosks, beverage stores,
department stores, food markets, fast food chains, bakeries, etc. Its products, distributed from 31
distribution centers and supported by a fleet of 863 trucks and vehicles, include: tobacco,
confectionery items, beverages, snacks, fast food, fresh articles, nonfood items, and phone cards.
Some 48% of its sales are in tobacco goods, while 49% of sales are in foods and nonfood items.
Austria Tabak (listed in this database), part of Japan Tobacco, is a limited partner in this business.
EB Identities: Lekkerland, through its Convivo unit, bundles 45 different in-house brands, such as:
Take Off energy drinks, Zarewitsch vodka, Mr. Knabbits country snacks, Santa Emilia mineral
water, Food IQ drinking soups, etc.
EB skus: 250+
Profile: Facing a tough economic downturn in Europe, Lekkerland has had to pull in its horns, so
to speak, trimming its operation in the past couple of years. Its biggest market, Germany suffered a
slight sales decline in 2011, before Lekkerland finally was able to boost total yearly sales by € 150
million to € 6.8 billion in that market. The company continues its strategic realignment. Also,
prospects have improved as a major oil company, operating in eight European countries, plans to
contract with Lekkerland for business, while its contracts with other oil companies in Germany,
Austria, and Belgium have been extended. The company’s tobacco sales reached € 9.9 billion and
food/non food product sales reached € 2.3 billion for the year. Sales in fresh foods and
foodservice items have grown during the year. The company lately has developed fresh, healthier
sandwiches and salads, while also addressing different national preferences. Some recent
introductions: Energy Shot and Energy+ Cola mix in the energy drink category; Buffalo tobacco
for rolling cigarettes and filling cigarette sticks; and Food IQ convenient ready meals and drinking
soups (reconstituted in a microwave oven). In 2009, the company began promoting its in-house
brands and, to mark its 50th anniversary in 2010, introduced its “Best Box” display, showing its
most popular in-house brand products in different categories.
Procurement Contacts: N/A
LES MOUSQUETAIRES
21 Allee des Mousquetaires, Parc de Treville, 91078 Bondoufle Cedex, FRANCE