Anuga 2019 Meet up

We would like to announce our next exhibition at Anuga 2019 in Cologne. We will present our products from our 2019 Portfolio as well as our Innovative product for 2019 (presented for the first time on PLMA 2019 in Amsterdam).

We would love to welcome you and discuss potential cooperation.


As a kind reminder, besides the conventional sweets, our product range offers  sugar free/no added sugar and fibre & protein rich sandwich cookies too. 

We are looking forward to meet you.

Stand Location: 


Via Prom OHRID / Hall 02.2 F 66a


Last call: free invitation codes for PLMA 2019 (21-22 May) in Amsterdam

Dear readers, we would like to inform you that for the sixth consecutive year Via Prom will present its products at PLMA trade show in Amsterdam. The event will take place in RAI Exhibition Centre, 21-22 May, 2019. 

We would like to invite you to send us a request for a free invitation code for this year’s PLMA (21-22 May) in Amsterdam. All you need to do is to contact us on and tell us your request. We kindly ask you to include “Free invitation code” in your email’s subject line.

Please kindly note we have a few codes left and the registration deadline is 9 May, 2019. The Special Invitation is not valid after this date.

We would use this opportunity to inform you on our successful participation in the  New Product Expo – Idea Supermarket area, located in the RAI Elicium, where we will present our latest innovation – our RUBIO cookies:  extra dark cocoa sandwich cookies coated with Ruby chocolate . Here is a quick preview:

Why is our product innovative? Because we combined it with Ruby chocolate which is the latest innovation in the chocolate industry: it is the fourth type of chocolate developed by Barry Callebaut, made from the ruby cocoa beans through unique processing that unlocks the characteristic colour and fresh berry-fruitiness. No food colouring, berries or berry flavour is added. We took this innovation to a next level and did the perfect match: combined the sweet yet sour ruby chocolate with our original taste extra dark cocoa sandwich cookie. Right at the time, there is no other producer in the world who offers such a combination like our Rubio cookies.

We are kindly inviting you to visit us and check out our offer. We are more than happy to discuss all types of possibilities for cooperation.

You will find us on the following location:

RAI Europa Complex / Hall 3
Stand number: F-4099 

For those who visited us last year, we are at the same location.

See you soon.

Are you a distributor or a wholesaler? You better start developing your own brand now and here is why.

It’s essential to understand there is no longer a simple one way supplier-buyer relationship in which buyers pay for their products of interest, collect it and that’s it. End of the story. If products sell well, they repeat the cycle, otherwise they stop and search for another supplier. Gone are the days of this traditional supplier – buyer relationship.


Instead, new times have come. Marketplace is full of engagement and active support between both sides. It’s a two way street where movement is based on a complex relationship that is quite a challenge to maintain on the long run.


Being an import and trading company of confectionary products for about 15 years (back in the 90s), going through the transition from trading to manufacturing company of traditional Balkan type cookies (2001-2013) and finally becoming an export oriented company of private label sandwich cookies (2013 – present), we have seen dramatic changes when it comes to supplier-buyer relationship. Since we’ve experienced both sides (buyer and now a supplier) we perfectly understand both positions. Furthermore, taking into consideration that our business has been through the whole economic and political turbulences in the past 20-25 years locally and globally, we have gone deep into the evolution of the intricate relationship between the buyer and the seller.


Illustration: Christoph Hitz. Source: Consumer Reports

Let’s be honest: there is one point that remained valid over time regardless of other business disruptions happening around and that is the following: we as sellers like to sell our products at a higher price, you as buyers like to buy at a lower price, and this will always be the case. Nevertheless, we both have one same goal: how to win final consumers’ choice, how to make them love our products and eventually make repeating purchases. For that reason, the more we help each other, the more insights we share, the greater the chances to reach our mutual goal. Here is our part of the share…

Why do you as distributors or even wholesalers need your own branded products regardless of the fact you do not own retail stores? Here is why:

bigger_slice_of_the_pie1.Bigger slice of the pie: “A” brands bring great sales numbers for sure. Definitely, if you have the chance to sell “A” brands you should keep doing it. But, that doesn’t mean you can’t expand your target market and eventually increase your sales even more. Very often distributors decide to create their own branded product similar to the “A” brand they sell, but at a lower price. This doesn’t mean the PL brand is of lower quality, to the contrary: very often PL brands show quality at a level way beyond satisfactory. What distributors do when launching their own brands is amplifying their core market. One of the greatest reason for the price difference between an “A” brand and a PL brand hides in simplification of the product flow complexity. What does it mean? When it’s PL (in another post we’ll speak more of the PL brand development requests) producer manages to reach a significant production cost optimization which leads to lower net prices. Consequently, distributors and wholesalers offer the PL brand at a more competitive price than the “A” brand which results to increased number of target customers. This way distributors or wholesalers reach greater market share with one same or similar type of product (similar or complementary to the “A” brand they sell), or other times diversify their portfolio (a different product than the “A” brand) at a more effective way.

build_your_own_brand2. Long term investment: as the (exclusive) distributor of an “A” brand you are bound to serious contract terms which most of the time include head hurting sales targets. If you don’t reach expected volumes, you might lose your annual bonus or sometimes even (exclusive) distribution right. No matter the fact you have invested finances, people and resources in promoting the “A” brand, still you are never certain for how long you will enjoy the fruits. With PL brands there is certainly MOQ especially when it comes to packaging, but this is far below the “A” brands’ annual sales targets. You can’t even compare. Moreover, everything you invest is an investment in your own product. Tomorrow you might change the producer, but the brand will remain yours, thus everything you have invested remains yours. Furthermore, even someone else takes over the “A” brand you are currently selling, you haven’t lost it all. You still play the game and with smart moves and lots of hard work you could even lead the game.

creative_packaging3. Creativity and Innovation: if private label brands used to be focused on copying market leaders in the past (you can read more about it in our previous post onPrivate Label Brands), nowadays situation starts changing. Many PL producers are small and medium size companies eager to grow and fulfill their production capacities. Creativity and price are their greatest strengths in convincing clients to choose them instead of an “A” brand. Because of that, they are ready to innovate fast and relatively cheap. Their size and organizational structure allows them to adapt and introduce new technologies fast. The decision makers are easy to reach (generally it’s business owners) and this shortens the whole decision making process remarkably. Moreover, their cost structure is significantly different than the one of a big company selling “A” brands, thus price negotiation is most of the times in favor of the client. A small or medium size company would introduce an innovation, recipe or package adjustment fast and at client’s desired price. An “A” brand would hardly do that.

cost_control4. Marketing cost optimization: When you develop your own branded product you purchase it at a net price. What does it mean? As it’s another company’s brand (yours), the producer does not build up prices with marketing or promotion costs. It means all advertising and marketing expenses that are included in national brands price are eliminated, meaning you as a buyer get best net price possible. You have total control over the pricing, promotions and advertising. You allocate resources as your strategy demands. This will give you exceptional power over positioning your product on shelf because all marketing parameters are being customized by you according to your market needs. To sum up, PL develops custom made solutions which optimize all costs (production, logistics, distribution and marketing) and eventually the result is a lower priced product at same or sometimes even better quality than “A” brands.

brand_loyalty5. Loyalty to your business: when you have your own brand you create the rules. You can exhibit at trade shows, create the brand image you always desired to show, market the products the way you always imagined; simply you have all the chances to make clients love your product and all this while avoiding the exhausting process of production. And here we are not talking about the traditional marketing and promotion tools only. We speak of more: use the latest trends in technology and link it to your own brand. Develop apps, games, AR experience, get active on social media and make your brand stand out on those crowded shelves. The final result will be beautiful: a strong bond between final consumers and your OWN brand, your own creation no one can take it from you. It’s a fact: you don’t have the freedom to get out of your comfort zone with another company’s brand, but with your own… even the sky is not the limit. You become the key figure.

PL brands always pay off to hard working and success oriented companies. If you are one of them, then don’t doubt it.  Plant your own seeds and enjoy the fruits to the fullest. PL is everywhere, it’s a trend overtaking shelves all over the globe. It’s the right time to get into the business of PL.

Feel free to contact us and we will guide you through the process. We have done it many times, it has become a routine to us.

Email contact:

Private Label Brands: Catch the new wave before it sinks you!

About three months after the world greatest private label trade show, PLMA 2018, we would like to take a look back and share some of our thoughts, facts and ideas with you. We’d like to offer our experience-based thinking to all of you readers (wholesalers/distributors/retailers or business professionals) who might be interested in PL (private label) brand trend happening globally. What can you do about it?

PL might sound complex, but the reality is, with the right supplier as a partner you will go through this process smoothly, successfully and relatively fast. Complexity depends on supplier’s experience and knowledge of PL as well as deep understanding of production capacities, costs, package and logistic optimization etc. Thus, be careful when you make your decision. It’s vital for your PL brand success. We’ve been through this process many times and we’ll try to share our experience with you as simple and useful as possible.

In this post we will present some data on PL trends globally. We would like to show you the incredible potential you should start exploiting now in case you still haven’t. It’s important to process the numbers in order to better understand the reasoning we will share further in our future posts where we will speak about topics like: the reasons to launch a PL brand despite the fact you are not a retailer, verifying your readiness for a PL brand launch, what it takes to launch a PL brand, how to make PL brand supplier evaluation and many other PL brand related challenges. Now let’s go through the key numbers.


PL brands keep growing across Europe. According to Nielsen data the PL brands now “stand at 30% or above in 17 countries” out of 19 countries tracked. Consumer confidence in PL brands keeps getting stronger. Following latest Daymon Private Brand Intelligence Report 2018, consumers look for more solutions rather than individual brands (US market shows the private brands outpaced national brands by about 8 times with an increase in sales by 4% compared to an increase in sales of national brands of 0.5%). Furthermore, Daymon’s report claims that 74% of surveyed consumers say private brands are better value for the money than national brands; 53% say they shop at a store specifically for its private brand; 59% believe private brands offer greater variety; 85% trust private brand at least as much; 84% believe in quality of PL brand at least as much and 81% buy PL brands on every or almost every shopping trip. These are some serious numbers to look at, especially if we take into account PL roots in the food industry.

A brief timeline: when initially introduced (in the 50s), PL food brands were considered as a cheaper alternative to regional, national or international brands with significantly lower quality and lack of variety. This consequently led to a small market share. Then, in the 70s their share began growing, but still their quality was perceived as inferior. The focus was on good margins only. Next significant period to look at is 2007-2012 when the PL brands experienced robust growth. Normally, in times of crises, consumers cut expenditures, making PL brands sales flourish. As the economy was improving, there was a slight decline in PL brands sales due to various reasons: 1) more money in the pocket made consumers switch back to their favourite brands; 2) more money helped national brands too, allowing them to aggressively respond to the rise of PL brands with heavy promotions and marketing activities all over the world and 3) very important change happened: PL brands started to invest in quality and variety, thus they slightly increased prices. This is when PL brands took a new direction: quality and innovation fight and not price fight only.

From today’s perspective, we see it was the right direction to take because they reached a new era in their evolution. Consumers now compare PL brands to A brands (you can check a recent interesting article on this topic here).  If they kept being the cheap option with limited offer then in good times, with more money to spend, consumers would have totally abandoned PL brands or they would have brought PL to a survival stage at least. Instead, we see a new rise on the horizon and a serious threat for the A brands.

A completely different image of PL brands is in front of us each day we go shopping: beautiful, attractive package designs with high quality content, in varieties that many of the A brands do not offer and all this at more competitive prices as compared to A brands. PL stopped being a finance tactic only. It’s become a strategy for market differentiation, creating and fostering consumer loyalty and driving consumer satisfaction. Even though there is still plenty of PL brands who maintain the image of low cost alternatives to national brands and this is totally fine, yet it’s a fact that the world of “premium” brands has opened the doors to PL brands too – something that probably could not be imagined back in the 50s.

Today we look at PL as a source of innovation and flexibility at competitive prices. That is why we recommend you to start developing your own brands among different product categories soon, just before the crowd arrives.

The facts above were shared in order to motivate you walk further and explore the PL brand opportunities. In our next post we will tell you why you should launch your own brand even though you are not a retailer. We as producers of PL brands have the chance to see this trend happening among wholesalers and distributors right in front of our eyes. Don’t waste time and get on board. We will help you pave the way to the next top brand of yours hitting great sales numbers globally!


We are always eager to hear your feedback, comments, suggestions and proposals on how to improve. Feel free to drop us an email and ask us any question that might pop up while thinking about this subject.




New! Double cream cocoa sandwich cookies.

Here is a sneak preview of our new sandwich cookies with double cocoa cream. The first package we will introduce is a 300g box with 20 individually wrapped cream cookies.  Thus, you have 20 fresh sandwich cookies (each 15g) – a very practical solution. Whether you like to sweeten your kids’ lunch box, or you like to share it with your family, friends, or colleagues, this delicious pleasure will make your day.

Twini Family Pack 300


Free invitation codes for PLMA 2018 Amsterdam

We would like to invite you to send us a request for a free invitation code for this year’s PLMA (29-30 May) in Amsterdam. All you need to do is to contact us on and tell us your request. We kindly ask you to include “Free invitation code” in your email’s subject line.

Please kindly note that it’s a limited time offer due to the limited number of codes we have. It’s a first come first served basis.

Two additional notes:

  1. Guest Registration closes on 17 May. The Special Invitation is not valid after this date.
  2. Each Registration Code is unique and can only be used once.

As a quick reminder our stand info for PLMA 2018 Amsterdam is following:

29-30 May PLMA 2018, RAI Exhibition Centre, Amsterdam

RAI Europa Complex / Hall 3
Stand number: F-4099

Via Prom on PLMA 2018 (29-30 May) in Amsterdam

Dear readers, we would like to inform you that for the fifth consecutive year Via Prom will present its products at PLMA trade show in Amsterdam. The event will take place in RAI Exhibition Centre, 29-30 May. 

Traditionally, Via Prom is putting efforts to support the New and Innovative Product Section which is part of PLMA by developing new product recipes. Again, this year some of our innovative proposals were selected and will be presented in the New Product Expo Section. We are excited to show you our innovations at our booth.

This year, our focus will be put on our sandwich cookies line. Via Prom aspires to become one of the leading producers of sandwich cookies, or cream cookies in South Eastern Europe. We are kindly inviting you to visit us and check out our offer. We are more than happy to discuss all types of possibilities for cooperation.

You will find us on the following location:

RAI Europa Complex / Hall 3
Stand number: F-4099

Below you can find a sneak peek of our stand presentation. We are looking forward to welcome you at our booth.