Lebedyansky

Infobox_Company
company_name = Lebedyansky JSC
company_
company_type = Joint stock
company_slogan = N/A
foundation = 1967
location = flagicon|RUS Lebedyan, Moscow
key_people = ~
num_employees = ~
revenue = ~ US$800 mm 2007
industry = Fruit juice
products = Fruit juice
Vegetable juice
Baby food
homepage = http://www.lebedyansky.com/

Lebedyansky (MICEX|LBDO RTS|LEKZ), in Russia, is the largest fruit juice manufacturer in Eastern Europe and the sixth largest in the world. [http://www.ft.com/cms/s/0/825d29f8-f692-11dc-bda1-000077b07658.html] It also manufactures baby food. Lebedyansky has two major production centers, both located in the Lipetsk Oblast. It is active in acquiring other juice companies.

The company's stock is listed on the Russian Trading System (RTS) and MICEX exchanges.

History

In 1967 a small cannery was established in Lebedyan, Lipetsk Oblast, around 500 kilometers south of Moscow. The company struggled, producing canned fruits and vegetables. In 1981 a Mr Nikolai Bortsov was appointed general manager and things started turning around.

By 1992 the cannery was very successful in the production of fruit juice, and that year it was 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 in 1998 to US$375 in 2004, and market share from 4% to 30%.

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

*Premium
**Ya
***14 juices and nectars
***4 traditional Russian berry flavors
*Mid-priced
**Tonus
*Low-priced
**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
**Lebedyanska
**Frutonjanja

On 20 March 2008 PepsiCo announced its acquisition of 75.53 percent of the juice business of Lebedyansky for $1.4 billion. This was the company's biggest ever international acquision. [http://www.ft.com/cms/s/0/825d29f8-f692-11dc-bda1-000077b07658.html]

ee also

*Wimm Bill Dann, "Russian yoghurt and fruit juice producer"

External links

* [http://www.lebedyansky.com/ Lebedyansky - English language]