The sweet taste of success

Last year was the best in Mieszko's history. The company enjoyed sales revenue of zł.194.65 million, a result which topped the previous year's revenue by almost eight percent, and operating income rose by 16 percent to zł.8.81 million. Net profit rose by 55.2 percent in comparison to 2005, coming in at zł.2.31 million.

According to Mieszko's board, these results testify to the success of the company's strategy. This comprised three elements: focusing on niche sectors such as pralines and candies, innovation, and building strong brands. Mieszko has six percent of the filled-pralines market. The company's biggest success was with Amoretta, which, six months after it was introduced, took 16th position on the list of best-selling praline brands in Poland. Mieszko also possesses about 38 percent of the candies market, mostly owing to its Zozole brand.

This year the company intends to develop its position on the confectionery market and increase the number of products in its portfolio. Changes will mainly involve sweets. Zozole will be redesigned to target teenagers and new products such as bubble gum, lollipops and jelly candies will appear under its name. The Frutis brand, which is currently applied to hard caramels and jelly candies, will be used for other sweets in the company's range.

Also, an advertising campaign is planned for spring of 2007 that aims to strengthen the image of Mieszko as a specialist in filled chocolates.