Coca-Cola will sell Dobry Cola in Russia
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Coca-Cola HBC will sell the drink, which was previously called Coca-Cola, under the Dobry Cola brand. This was announced by the founder of the Teremok fast food chain Mikhail Goncharov, transmits Interfax.
“We have received notice from Coca-Cola that the drink will now be called Dobry Cola, the one that was previously Coca-Cola. We will try to sell it,” he said.
At the same time, the company’s division in Russia, the agency notes, was renamed Multon Partners (Multon Partners LLC). According to Goncharov, sales of the drink will be based on the popularity of the Dobry juice, which is produced by the Multon company. He will have to compete with Russian companies that have launched the production of their own cola.
The agency also points to a letter from Coca-Cola HBC CEO Zoran Bogdanovich to employees, in which he announced the cessation of production and sale of Coca-Cola brands in Russia. Multon Partners will focus on selling local brands Dobry, Bogaty and Moya Semya.
On March 8, Coca-Cola (brands Coca-Cola, Sprite, Fanta, Rich, Dobry, etc.) announced the suspension of activities in Russia. Later, the distributor of products – the company “Coca-Cola HBC Russia” – reported that it plans to increase prices for its range by a third. On the same day as Coca-Cola, PepsiCo announced the suspension of sales of Pepsi-Cola, 7up and Mirinda drinks, as well as investments and advertising activities in Russian jurisdiction.
In June, Commissioner for Entrepreneurs’ Rights Boris Titov said that Coca-Cola products can be imported into Russia through parallel imports. However, the Ministry of Agriculture said that it does not plan to include soda in the list of goods allowed for parallel imports.
Sales of Coca-Cola and Pepsi soft drinks from May 1 to July 20 are up 320% year-over-year, according to Wildberries data. wrote Forbes. Among the possible reasons is an increase in the number of sellers of these drinks on the marketplace: their number has tripled compared to March figures and six times compared to the same period last year. Coca Cola HBC suffered a one-time loss of $195 million in the first half of the year due to expenses related to the cessation of the sale of Coca-Cola drinks in Russia.
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