Friesland­Campina Germany accelerates execution of its strategy

FrieslandCampina Germany is accelerating the transformation it launched two years ago, focusing even more on its strong brands and scaling back the production of unprofitable products. As a result cost savings are planned which will affect approximately 195 employees at the production sites in Heilbronn and Cologne. At the same time the company will also invest in these dairy plants.

Mainly due to the direct and indirect impact of the coronavirus pandemic, recently FrieslandCampina has evaluated its global 'Our Purpose, Our Plan' strategy which was initiated in 2018. On 10 November 2020, the company announced that its current strategy has only grown in relevance, but that the implementation of it needs acceleration and strong execution, intensifying the focus on growth categories whilst structurally reducing costs. In Germany, this resulted in FrieslandCampina Germany accelerating the implementation of the business strategy launched approximately two years ago.

German home market

FrieslandCampina is strongly committed to the German market and intends to further invest in this market to improve the company’s performance. "Germany is an important, strategic home market for FrieslandCampina. This year we have achieved significant revenue growth of seven percent with our core brands Landliebe, Chocomel, Valess, Tuffi and Holland Master. This is the result of the commercial strategy that we successfully launched two years ago, and that we are now going to accelerate," said Jan Kruise, Managing Director FrieslandCampina.

In addition measures will be taken to reduce costs. As part of this effort, a reduction of around 195 full-time jobs at the production sites in Heilbronn and Cologne is planned. The works councils have been informed about this intention and FrieslandCampina will, among other things, support the affected employees in their search for suitable new employment. "We do not take such steps lightly," says Jan Kruise, "but the accelerated implementation of our strategy is necessary in the current situation to tap into new growth potential and to achieve sustainable growth in the market."