coffee food & beverages - Atlantic Grupa

food &
beverages
coffee

16|17
coffee
coffee sales
by countries
region wakes up
with us
content
CRO 3%
MKD 7%
BIH 10%
SLO 25%
OTHER 1%
Grand Kafa
Bonito
co�ee sales by countries
Barcaffé
SER 54%
coffee sales
by categories
ESPRESSO
5%
INSTANT
3%
TURKISH
92%
co�ee sales by countries
co�ee sales by categories
SOURCE: INTERNAL AG DATA

AG coffee brands compete in turkish, instant and espresso coffee segments and have impressive
market leading positions in the Adria region. Key business strenghts, such as a strong brand
portfolio, product and regional know-how, flexible business operations, as well as the high quality
product portfolio clearly support AG objectives.
Barcaffé dominates the Slovenian market as one of the strongest FMCG brands and the most
trusted coffee brand. Over 40 years of tradition, quality, recognizable flavour and aroma are its
basic characteristics. The positive image of Barcaffé Coffee2Go in Slovenia helps coffee portfolio
to gain a sustainable market position in new consumer segment.
Grand kafa has developed its “grand authority” image, and focuses on the Serbian, Bosnian
and Macedonian market, where it is a market leader in turkish coffee segment.
Bonito is the youngest brand in the coffee portfolio with its smart-buy brand positioning.
In Atlantic Grupa turnover coffee represent
21% of total turnover.
coffee
23.792
coffee brand tonnes in 2011

volume sales
Grand kafa
in tonnes
18|19
15.765
2006
15.646
2007
15.661
2008
14.802
2009
14.092
2010
13.200
2011
the aroma and the taste
history
co�ee sales by countries
value sales
2011 by countries
co�ee sales by categories
OTHER 1%
MKD 6%
BIH 14%
SRB 79%
co�ee sales by countries
It all began at the end of 1997, in the years remembered by small home coffee roasting
businesses and suspicious quality blends, when Slobodan Vučićević founded Grand kafa,
aspiring to create a domestic coffee brand of the finest quality. Within only a few years,
due to its constant high quality and originality, Grand kafa gained trust of millions of
coffee lovers. Ever since the launching, Grand kafa has been dominant in the domestic
co�ee sales by categories
coffee market. Logical further development of a brand, as successful as Grand kafa, was
to expand to yet unexploited markets. In April 2004, a coffee factory was opened in Bosnia
and Herzegovina to satisfy the demands of this market. Grand kafa confirmed its regional
ambitions by opening a coffee factory and commencing a coffee production business
in Macedonia. 2005 was the year of strategic decisions. Grand kafa signed strategic
partnership agreement with the Slovenian Droga Kolinska.
value sales
2011 by subcategories
grand kafa by countries
INSTANT
3%
R&G
DE LUXE
3%
AROMA
20%
GRAND KAFA
77%
value sales
2011 by subbrands
barcafe by categories
barcafe b
barcafe b
grand kafa by countries grand 97% kafa by categoriesbarcafe by categories barcafe b
SOURCE: INTERNAL AG DATA

portfolio
www.grandkafa.rs
Grand Kafa Gold is an original blend of selected coffee beans made according to special recipe and
designed for the ones who enjoy the traditional flavour of home-made, strong turkish coffee with rich foam.
Grand Aroma is an exclusive blend of premium quality roasted and ground coffee made of variety
of carefully selected coffee beans grown on the plantations in India and Middle and South America.
Grand Aroma Balans is pleasant to the stomach with its special balanced recipe with a greater proportion
of Arabic coffee that retains full and rich flavour giving coffee strenght and sense of lightness at the
same time.
De Luxe blend is made from carefully selected Arabica coffee beans grown in the best Brazilian coffee
plantations. The entire coffee manufacturing process, from selecting and blending the coffee beans to
special grinding technology, is performed under the top expert team supervision. Noble characteristics
of this coffee blend are best shown if the coffee is tasted slowly, without haste.
coffee

volume share
20|21
Grand kafa
turkish coffee
white cup
SOURCE: ACNIELSEN RETAIL PANEL, 2011
Serbia
34,0% Grand kafa
20,6% Comp 1
14,0% Comp 2
31,4% Other
8,1% Grand kafa
55,9% Comp 1
19,3% Comp 2
16,7% Other
turska barcafe
hrvatska
turska grand
Bosnia and Herzegovina
bosna
18,7% Grand kafa
turska grand
srbija
13,0% Comp 1
11,9% Comp 2
56,4% Other
turska barcafe
slovenija
15 years brand No1 in Serbia
barcafe
slovenija
grand
bosna
turska bonito
srbija
grand
srbija
turska barcafee
srbija
grand
makedonija
turska grand
makedonija
turska barcafe
Macedonia
hrvatska
22,8% Grand kafa
turska grand
bosna
16,9% Comp 1
16,8% Comp 2
43,5% Other
turska grand
srbija
turska bonito
srbija
turska barcafee
srbija
tu
sr
tu
sr
tu
m

volume sales
history
in tonnes
2008 2.700
real coffee
2.750
2009
2.505
2010
3.053
2011
SOURCE: INTERNAL AG DATA
Bonito turkish coffee was first launched on the Serbian market in the beginnings of the
21th century by a company Mlin Produkt. In 2005, Grand Prom bought the Bonito brand
to widen its coffee portfolio in economy segment. Untill 2011 Bonito portfolio consists of
Turkish coffee, packed in different packaging sizes, which have been recently redesigned.
Bonito dark roasted coffee was launched 2011. It is intended for coffee lovers who like
strong black coffee taste. Through the process of dark roasting and special fineness of
grinding, the coffee gets its recognizable strong taste and an unforgettable intense aroma
that will awaken all senses.
volume share
turkish coffee
Serbia
11,1% Bonito
34,0% Comp 1
20,4% Comp 2
45,4% Other
SOURCE: ACNIELSEN RETAIL PANEL, 2011
turska barcafe
slovenija
turska barcafe
hrvatska
turska grand
bosna
turska grand
srbija
turska bonito
srbija
turska barcafee
coffee
Bonito
portfolio

awards
volume sales
Barcaffé
in tonnes
22|23
TRUSTED BRAND
• 2007, 2008, 2009, 2010 and 2011. And special
award for 5 consecutive years of being Trusted brand in 2011
NETKO
• 2010 (award for the best business and administrative
web site in Slovenia: category: Products and brands)
GOLD MEDAL
• on International Coffee Tastings 2010 for Barcaffé Prestige
GOLD MEDAL
• on International Coffee Tastings 2010 for Barcaffé Filter
2006 4.245
co�ee sales by categories
grand kafa by countries
4.443
2007
4.619
2008
4.707
2009
5.074
2010
5.252
2011
history
grand kafa by categories barcafe by categories
SOURCE: INTERNAL AG DATA
value sales
2011 by subcategories
for a beautiful day
INSTANT
3%
ESPRESSO
15%
TURKISH
82%
In 1956, the first machine for roasting coffee was bought in Droga Food Company. In the beginning,
roasted coffee was packed in 100g cans, later in cellophane bags and paper and finally in threelayered
laminated foil, that allowed a prolonged coffee shelf life. And only then, on 8 May 1970, a
new coffee blend named Barcaffé was born. Barcaffé has immediately provoked a lot of consumer
barcafe by categories
attention, due to the magenta coloured bag and a different and likeable taste. Barcaffé’s quality
was praised with several awards and medals. From the basic 100g Barcaffé, other sister products
were developed. Nevertheless, none of them has outshined the glory of 100g Barcaffé, which has
remained special and the best-selling product through all 40 years of its existence. In 1991, vaacum
packaging was introduced, with even better characteristics of conserving fresh coffee aroma for a
longer period of time. In 1996, Barcaffé entered the HoReCa segment, four years later in instant
coffee segment.
The year 2001 was marked with the first Barcaffé redesign. In 2002 a premium coffee blend for
HoReCa was launched under the Barcaffé Prestige sub-brand. First Barcaffé cappuccino product was
launched in 2004 and since then the white cup segment is the most innovative in the Barcaffé family.
barcafe by categories

portfolio
www.barcaffe.com
Barcaffé Classic Slovenian consumers still prefer waking up with the aroma of turkish coffee. Top-quality coffee from all around the world give Barcaffé
Classic its rich aroma and a recognizable taste.
Barcaffé Espresso slightly coarser ground coffee blend, suitable for the preparation with espresso coffee machine or moka-”kafetjera.” It is prepared from
carefully selected high-quality coffees.
Barcaffé Dekofe - you can also enjoy the uplifting experience of the real coffee without caffeine, that is removed without any harmful chemical additives,
using only carbon dioxide, which does not remain in the coffee.
Barcaffé Filter - coarsely ground coffee blend, suitable for preparing with a filter coffee maker. Prepared exclusively from carefully selected Arabica highland
coffee types, which give it a rich taste and aroma.
Barcaffé Cappuccino - a classic Barcaffé flavour beautifies your day in a few moments. Mix it whenever and wherever you want, choose between classic,
vanilla, chocolate, caramel or choco orange flavours.
Barcaffé Slim & Fit contains Q10 and L-carnitine, which are key components in the process of fat burning and energy producing.
Barcaffé Freeze - it goes when it’s hot and when not. Whenever you wish an ice coffee refreshment, all you need is a Barcaffé Freeze stick and a cup of cold water.
In addition to the existing taste Barcaffé Freeze you can try also the Coco Freeze - delicious ice coffee with the taste of coconut.
Barcaffé Bio is a blend of ground roasted coffee produced by using ecological processing techniques. The seal of certification on the product ensures that
Barcaffé Bio is a high-quality food product created in harmony with nature. Ecological processing implies the responsible use of natural resources; it improves
life in the soil and preserves the natural fertility of the soil and the quality of the water.
Barcaffé Selection-Superior coffee blend is prepared exclusively from the highest quality Arabica coffee beans varieties, which are the world’s most prized
coffee beans.
coffee

volume share
24|25
Barcaffé
TURSKA KAVA
Slovenia
BLACK CUP
65,4% Barcaffé
10,0% Comp 1
turkish coffee
4,5% Comp 2
WHITE CUP
7,0% Barcaffé
40,6% Comp 1
black cup
white cup
SOURCE: ACNIELSEN RETAIL PANEL, 2011
20,1% Other
14,2% Comp 2
38,2% Other
13,2% Barcaffé
36,1% Comp 1
12,6% Comp 2
38,1% Other
over 40 years No1 in Slovenia
turska barcafe
slovenija
turska barcafe
hrvatska
barcafe
slovenija
turska grand
bosna
grand
bosna barcafe
slovenija
turska grand
srbija
grand
srbija

Catering to HoReCa segment
and On-the-go
“Take-away” Barcaffé Espresso Drinks
a convenient option for people on the run,
who still want to enjoy a good cup of coffee.
Available in Barcaffé On-the-go corners and
Petrol Stations in Slovenia and Croatia.
In 2010, the Barcaffé espresso training centre
was opened, a new service for existing and potential
customers, where knowledge about coffee and espresso
preparing are offered. The Barcaffé training centre
is the first of this kind in Slovenia, and therefore an
important element in brand management quality, and
a completely new approach in manufacturer-customersstaff
relationships and cooperation.
Barcaffé Training Centre, where clients and potential
buyers are advised and educated about coffee and
espresso represents a central point of regional Horeca
activities.
Products Barcaffé Prestige and Bar are designed for the
most demanding consumers of espresso coffee - bars,
restaurants and others that use espresso machines.
coffee
Barcaffé