FRoSTA sales hurt by German price wars
Intense price competition that marked the German frozen food market in 2012 impacted the performance…Intense price competition that marked the German frozen food market in 2012 impacted the performance of Bremerhaven-based FRoSTA AG.
Turnover was down 1.3% to EUR 380 million, compared to 385 million in 2011. The decline was most noticeable in the private label segment, though the FRoSTA brand, bucking market trends, did show growth -- particularly in ready meals. Profits before taxes, EUR 8.3 million versus the previous years 12.3 million, reflected the overall downward trend.
The figures were released at FRoSTA's annual meeting March 22 in Bremerhaven, where it was also announced there that the company now has an "ingredients tracker" on the Internet, reporting the country of origin of all of the 147 ingredients that go into its products. Customers with smart phones can even check them out at the supermarket.
"It's a logical further development of the FRoSTA purity code," said Marketing Manager Hinnerk Ehlers, referring to the company's practice, now 10 years old, of avoiding chemical additives and declaring all ingredients on the package.