Unilever is withdrawing from the Romanian business Frufru (healthy food) and Urban Monkey (cold-pressed juices) after five years of pandemic and record inflation, a period in which sales were low and profits lagged behind.
Thus, if in 2019 the Anglo-Dutch giant bought a small Romanian business active in the healthy food sector, with the aim of turning it into a regional business, today, five years later, it is closing the production unit and returning (selling back) the brands to the founder.
The exit from Frufru comes after the group had several unsuccessful attempts to streamline the business.
Recently, Unilever also announced that it is closing its detergent plant in Ploiești.
Frequently Asked Questions
Why is Unilever exiting the Frufru business?
Unilever decided to withdraw due to low sales and lagging profits following five years of pandemic-related challenges and record inflation.
What will happen to the Frufru and Urban Monkey brands?
The production unit will be closed, and the brands are being sold back to the original founder.
Is Unilever making other changes to its Romanian operations?
Yes, the company recently announced the closure of its detergent manufacturing plant in Ploiești as part of its operational restructuring.