Mixit, the Czech company that produces personalized breakfast muesli and lyophilised fruit, expanded to Romania just before Christmas, so that clients from 5 countries can now their customized muesli mix. After the Czech Republic (2010), Slovakia (2013), Poland (2014) and Hungary (2019), Mixit entered the Romanian market at the end of 2020. The expansion will help the company reach a 21% growth in 2021.
In Romania, Mixit.ro will offer a range that is similar to the other markets where the brand is active. The distinctive offer of the company is the possibility to create an individualized mix of muesli, lyophilised fruit and nuts. In addition, clients may choose from a range that includes some of the brand’s best-selling products. However, the offer for the Romanian market will be extended to include chocolates, protein drinks or chocolate creams.
The company’s founders are optimistic : “Until now, we have been warmly received on all the markets, which gives us confidence that Romanians too will enjoy creating their own muesli mix or taste our other specialities’’, said Tomáš Huber, Mixit co-founder.
External expansion fuels the company’s growth. In the Czech market, the company is very well-known and generates the largest revenues (in 2020, it generated 78% of the total sales of 14,500,000 euros),but it still manages to find new target groups. Last years’ growth was due to a couple of cumulative factors: the constant addition of new products and the improvement of delivery.
Initially, last spring, due to the coronavirus pandemic, the business slowed down. Wholesale with healthy food stores and small shops dropped. But direct clients, buying on the company’s e-shop, sustained the growth.
However, on the external markets, the potential is even larger and the rate of growth is multiplying.” We foresee the Romanian market will make 5-10% of the sales, by the end of 2021.There is no similar product on the market at this point in time, that would offer personalized muesli products. We think we can reach interesting numbers quite fast. Having a mixed Romanian-Czech team helps up with the specifics of the local market.’’ added Martin Wallner, Mixit co-founder.