
Our brands
The history
In 1997, the Fulcrum private equity fund – jointly managed by Invesco of London and Meinl Bank of Vienna – acquired an initial stake in the Romanian chocolate producer Excelent. Bucharest-based Excelent was the second largest confectionery company in Romania. Its brands included the iconic “Rom” bar, first introduced in 1964; “Magura”, a very popular “pocket cake” bar and the first “packaged snacking cake” in the country when it was introduced in 1979; and the successful “Laura” brand in the value segment of the chocolate tablet market. Additionally, Excelent had a large “bulk” sugar confectionery business with extensive distribution to small traditional shops across Romania.

Group structure and governance
Group is led by FMCG/ Finance industry experienced individuals who form the Board of the Company.

Chairman of the Board
Mr. Julius Meinl V

Non Executive Director
Mr. Thomas Nillson

CEO
Mr. Tomasz Blawat

CCO
Mr. Dragoș Militaru

CFO












