As early as 1999, the products of Strauss Coffee (formerly Elite) appeared on the shelves of stores in Ukraine.
The company is represented in the coffee market by the following brands:
One of the first products to appear on store shelves was FORT ground coffee, which immediately gained widespread popularity. In less than two years, the company captured over 50% of the ground coffee market and became the undisputed sales leader. When the company entered the instant coffee market with FORT powdered and granulated products, it became one of the leaders in this segment within a few months.
In 2007, the brand portfolio of the Strauss Group in Eastern Europe was supplemented with a new acquisition – the premium brand Roberto TOTTI. In 2010, Strauss rebranded Roberto TOTTI and introduced its own premium brand for the HoReCa market – TOTTI Caffe (professional espresso blends and coffee capsules). Strauss established the Strauss HoReCa division and became the leader in the professional coffee market in Eastern Europe.
In 2008, the Strauss coffee line expanded significantly due to the purchase of the popular brand “Chorna Karta”. The brand “Chorna Karta” is presented in various coffee categories – freeze-dried, ground coffee and coffee beans. In 2016 brand “Chorna Karta” took a leading position in the coffee market, entered the TOP-3 brands of freeze-dried coffee and now is the undisputed leader in the category of coffee beans.
In 2011, Strauss acquired another premium brand, Ambassador. The well-developed range of the Ambassador brand allowed entry into two Ukrainian markets simultaneously – retail and HoReCa – significantly strengthening Strauss’s leadership positions. By the end of 2016, the Ambassador brand became one of the fastest-growing brands in the coffee market.
In 2012, Strauss signed a long-term contract to manage the production facilities of the company “Norddeutsche Kaffeewerke,” including the freeze-dried instant coffee factory in Germany.
In 2016, Strauss Group acquired the “Norddeutsche Kaffeewerke” factory, which is one of the most innovative and modern production facilities in Europe.
