Lebedyansky (company)

Lebedyansky (Russian: Лебедянский) is a Russian multi-national company that manufacturers fruit juice, baby food, vegetable juice, and soft drinks. The company is owned by PepsiCo, and 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.

Lebedyansky JSC
TypeJoint stock
IndustryFoods and beverages
Founded1967
HeadquartersLebedyan, Moscow, Russia
Key people
Brad Listenburg
ProductsFruit juice
Vegetable juice
Baby food
Soft drinks
Revenue~ US$800 million (2007)
Websitehttp://www.lebedyansky.com/

History

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 million in 1998 to US$375 million in 2004, and market share from 4% to 30%.

Acquisition by PepsiCo

On 20 March 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] The purchase was completed on 28 August 2008.[2]

Affiliated brands
The Lebedyansky juices

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-budget
  • 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 (en: Fruitnurse)

See also

References
  1. "/ Retail & Consumer – Pepsi in deal with Russia juice group". Financial Times. 20 March 2008. Retrieved 14 May 2011.
  2. "PepsiCo Completes Acquiring Majority Stake in Russia's Lebedyansky - Update". RTTNews. 28 August 2008. Retrieved 13 January 2016.
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