Lebedyansky (company)

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Lebedyansky JSC
Type Joint stock
Industry Fruit juice
Vegetable Juice
Baby Food
Soft Drinks
Founded 1967
Headquarters Lebedyan, Moscow, Russia
Key people ~
Products Fruit juice
Vegetable juice
Baby food
Soft Drinks
Revenue ~ US$800 mm (2007)
Employees ~
Website http://www.lebedyansky.com/

Lebedyansky, a Russian multi-national company that manufacturers fruit juice, baby food, vegetable juice, and soft drinks, which is owned by PepsiCo, is the largest fruit juice manufacturer in Eastern Europe and the sixth largest in the world.[1] Lebedyansky has two major production centers, both located in the Lipetsk Oblast.

History[edit]

In 1967, a cannery was established in Lebedyan, Lipetsk Oblast, around 350 kilometers south of Moscow. The company produced canned fruits and vegetables.

In 1992 the company was privatized and transformed into a joint stock company. In 1996, Lebedyansky launched its first branded product, Tonus Juice and in 1998, the company management decided to pursue a major expansion. Fruit juice experts from European and American companies worked on the project, and revenue grew from US$18 mln in 1998 to US$375 mln in 2004, and market share from 4% to 30%.

Acquisition by PepsiCo[edit]

On March 20, 2008, PepsiCo announced their acquisition of 75.53% of Lebedyansky, for the sum of US$ 1.4 Billion, making PepsiCo the largest shareholder, and parent company of Lebedyansky. [1]

Affiliated Brands[edit]

The Lebedyansky juices

In becoming the leading juice producer in Russia, Lebedyansky developed the following brands:

Premium[edit]

    • Ya
      • 14 juices and nectars
      • 4 traditional Russian berry flavors

Mid-priced[edit]

    • Tonus

Low-Budget[edit]

  • Fruktoviy Sad, a brand that received heavy advertising campaigns, by itself accounts for 16% of all juice sold in Russia
      • Apple Juice
      • Tomato Juice
      • 10 different fruit nectars
    • Frustyle, a stylish brand that appeals to young people
      • Blood Orange
      • Kiwi
      • Mango-Papaya
      • Banana-Strawberry
    • Privet

Baby food[edit]

  • Lebedyanska
    • Frutonjanja(en: Fruitnurse)

See also[edit]

References[edit]

  1. ^ a b "/ Retail & Consumer – Pepsi in deal with Russia juice group". Financial Times. 20 March 2008. Retrieved 14 May 2011. 

External links[edit]