New setup for Astra Sweet’s European brand business

 

Led by Filip Vanherpe, the Turnhout-based company as part of the Vanherpe group, is Dutch market leader in the Mallows segment with its traditioned frisia® brand. The frisia® label also stands for top quality and delicious snacking fun in Germany. Focusing on consumer’s needs, Astra Sweets concentrates on strengthening its frisia® brand. As part of a long-term corporate strategy, the brand has been revised and will undergo a broad international repositioning across all the company's product groups.

The branded business in Central Europe will play an exposed role in this contect. While the domestic market in Belgium and the Netherlands will be managed centrally, the company has furthermore decided to manage parts of its European business through a newly established, internationally active company based in Overath near Cologne, Germany.

In terms of personnel, Astra Sweets is relying on the expertise of Michael Voß and Jörg Multhaup, who will contribute to the growth of frisia® brand with their many years of experience in the confectionery sector together with their newly formed team of frisia GmbH. The new frisia® brand concept was launched in October 2020.