HELSINKI, Finland – Paulig has taken the strategic decision to focus on the growing coffee category in Russia. Therefore, the local strategy of Santa Maria brand has been reassessed and it has been decided that Paulig will stop importing Santa Maria products to Russia.
Starting from July 1st 2021 and till the end of 2021 Santa Maria products will be gradually phased out from the Russian market.
“During this period we will do our best to fulfill our obligations under the contractual terms with customers” says the company in a press release.
“We regret about the potential challenges caused by the change in the market presence of Santa Maria in Russia. The decision will not affect our Tex Mex growth strategy and Santa Maria products will continue to be sold as before in other countries.
Going forward, we will be fully focusing on the development of coffee business in Russia.
Paulig in Russia is steadily increasing its market share in roast & ground coffee segment, its sales volume share is growing faster than the category itself.
We see many growth points in the coffee category and want to become the # 1 player in this coffee market segment in Russia,” concludes the release.
