Kervan Gıda has purchased the British food company Dexters to reinforce its position in the global market.16.01.2017
Kervan Gıda, Turkey’s largest soft candy producer and exporter, continues to reinforce its position in the global market with new investments. Having achieved a distinction with its R&D and innovation, Kervan Gıda exports to 85 countries in Europe, the USA, the Middle East, the Far East, Northern Africa and South Africa with its Bebeto brand.
With a production capacity of 43 thousand tons and 1000 employees, Kervan Gıda aims to be among the top three leading soft candy companies in the focus market countries by making the Bebeto brand available to more consumers. With this goal in mind, Kervan Gıda has now taken over the Dexter brand of candy, which is well recognized in the United Kingdom, to reinforce its position in this country and in Europe.
The secret to growth in target countries: Localization
Kervan Gıda, which is known for a private label producer of well known brands like Fruit Factory, Vimton and Chewits in the British market over the past 10 years, decided to develop a new business strategy for its Bebeto brand in the region in 2016. Kervan Gıda General Manager Burhan Basar, who emphasized the importance of localization as the main factor in creating a brand, said “In addition to our producer identity, we have been maintaining a presence in the United Kingdom with our Bebeto brand. In order to make our presence in the market more permanent we plan to add the local brand Dexter to the Kervan Gıda structure and focus on a branding strategy that will reinforce the Bebeto and Dexters relation in the days ahead of us".
70% of Kervan Gıda's annual turnover comes from foreign markets. Having grown by 10% compared to the previous year, Kervan Gıda plans to raise the brand recognition in target countries to the highest level with vertical growth to maintain a permanent presence in the market and become one of the top five soft candy producers in the world by 2023.