• The Romanian confectionery market is going through a period of profound transformation, driven both by global economic pressures and changing consumer preferences.
In this complex context, Sweet Kandia announced a large-scale relaunch campaign for the Kandia brand, a process that aims not only to update the visual identity, but also to strategically restructure the portfolio. The business objective is an extremely ambitious one, aiming for a minimum 50% increase in turnover for this brand by the end of 2028.
The story of the Kandia brand is closely linked to the history of the industry in Romania, having its origins in Timisoara, in 1890, where chocolate was first produced in our country. This long tradition is now recalibrated to meet the demands of the contemporary consumer by adapting the portfolio to new expectations. The current relaunch marks a new evolutionary chapter, emphasizing the strength of local brands such as ROM, Măgura or Sugus, which continue to hold solid positions in their segments of activity.
The company's new strategic direction includes the introduction of four milk chocolate varieties, based on modern combinations of textures and flavors, from milk cream with crunchy cereals and strawberry yogurt, to cereal mixes with caramelized almonds or the raspberry and marshmallow variant. This renewal of the offer comes at a time when the cocoa-based products sector is facing major obstacles. The decline in chocolate consumption in recent years has been directly influenced by the accelerated increase in the price of cocoa beans in the period 2024–2025, generalized inflation and the sudden increase in the VAT rate from 9% to 21%. At the same time, the decrease in purchasing power has forced vulnerable consumers to turn to substitute products, more affordable variants or to reduce the frequency of purchases.
A portfolio with tradition
Despite the fact that the market is dominated by a few global players, Kandia Dulce is betting on the competitive advantage of a local brand loved by Romanians. Innovation is a central pillar of the growth strategy, as the company is diversifying its offer to support a healthier lifestyle by launching functional products. Thus, the portfolio now includes ROM protein bars, Ulpio digestive biscuits without added sugar, Sugus jellies and Silvana sugar-free drops, as well as spreads rich in protein and fiber. In addition, to meet the needs of consumers who are always on the move, new formats have been developed "on the go" with low grammage, and in 2026 the Laura range was launched, dedicated to fasting products.
The financial outlook for the coming period remains optimistic, with the company targeting a minimum 8% group-wide turnover growth for 2026. Following the relaunch process, the Kandia brand is expected to contribute with an accelerated sales growth of approximately 25%, while consolidating its market share in the dark chocolate category, where it holds the leading position in the mid-price segment. Through this strategic vision, Kandia honors its commitment to providing quality and relevant experiences, transforming tradition into a growth engine for the future.
Article source: Kandia is relaunching and targets a growth of at least 50% by 2028
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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