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Bebeto confectionery brand owner Kervan Gida Group’s UK business has thrived from a start-up in 2015 to a business with +58% growth in 2021 and annual sales of over £20 million. 2022 is looking even sweeter for the business which reports that sales are already up +20% (YTD), according to internal quarterly sales data.

Kervan Gida’s growth ambitions now see the confectioner embark on a bold new plan, with two senior appointments and exciting new grocery listings in Q2 and Q4 with a major UK retailer, and a €23.5 million acquisition of a Polish confectionery company – all on the back of a six-figure UK TV campaign debut (which ran in the summer of 2021), ‘Everything’s Bebetter with Bebeto’.

As of May 2022, in a hugely exciting move for the business, Enes Başar is named Managing Director of Kervan Gida UK. Following in the footsteps of his father (Sukru Başar – Kervan Gida Chairman), Enes joined the business, in Istanbul, after finishing high school. In his early years with the company, he studied for an Industrial Engineering degree before taking over the responsibility for managing and improving efficiencies in the supply chain, production, accountancy, and export departments. In 2017 Enes moved to England, it was at this time he got to work closely with the former Kervan Gida UK MD, Stuart Johnston, and understand the UK business culture.

Now in his role as Kervan Gida UK Managing Director, Enes Başar has already restructured the Kervan Gida UK warehouse and distribution chain to cut costs and in return increase competitiveness in the market. Enes explains; “Our warehouse has moved from Chichester to a third-party provider in Ipswich. With this cost saving on the transport and warehousing we now intend to heavily invest in our IT systems including a new CRM to improve our service to customers.”

With Kervan Gida recently announced as a Global Top 100 Candy Company, Enes has equally ambitious plans for the UK business. He declares; “Our long-term plan is to become a leader in the UK sweets market and make sure every household in the UK has a bag of Bebeto in their cupboard!”

Whilst Enes leads Kervan’s ongoing UK business growth, its fast-growing UK confectionery brand, Bebeto, appointed Phil Hulme as Commercial Director during 2021. Phil brings with him 14 years of confectionery experience and over 20 years in FMCG. Previous appointments include positions with Danone, Katjes and Kinnerton Confectionery Ltd. Since joining the business, Phil has focused on increasing Bebeto’s UK sales turnover and share within the grocery sector, as well as developing new routes to market via branded ranges and private label offerings.

Enes comments; “Change and evolution are key to growth. It’s an exciting time as I work closer with Phil, drawing on his wealth of industry experience and knowledge. I am confident Phil will continue to support our business with his invaluable insight and vision to intensify our efforts in successfully growing the brand.

“The UK office has a crucial role to play in Kervan Gida’s expected growth. Having achieved year-on-year growth since it opened in 2015, the UK office now distributes the Bebeto and Dexters brands to over 12,000 retailers nationwide. It has established itself as one of our leading suppliers of confectionery and has competitive plans to maintain this position.”

New Listing in ASDA

Hot off the press, the Bebeto brand is celebrating a significant listing this quarter in ASDA for its Pick & Mix Party Pack (MRP £4) with the unique ‘tuck-shop’ themed product, also due to be featured in an end bay two-week promotion around the Queen’s Jubilee (23.05.22 – 05.06.22), when treats and sharing bags are set to be in high demand.

The 750g pack contains a mix of delicious sweets made with no artificial colours, plus a scoop for the sweets, 20 paper bags and Bebeto stickers so customers can create their own tuck shop style sweet bags.

Gabriella Egleton, Marketing Manager, Bebeto, says; “Bebeto is all about providing moments of fun with our flavour-packed products, and our giant party packs provide sweet lovers with the perfect opportunity to tuck into some nostalgic joy.”

Bebeto is no stranger to ASDA though. In 2021 the top-four grocer stocked Bebeto’s 2021 vegan-approved Halloween range. Made with no artificial colours or flavours, the three strong range of 150g value sweets were a huge hit with ASDA customers.

Gabi continues; “After the success of our Halloween range, we can’t wait to offer ASDA shoppers more fun to share with friends and family with our Pick & Mix Party Packs. Bebeto champions inclusive fun at an affordable price and at a time when people are facing rising living costs, we’re pleased to be able to offer ASDA shoppers more for less with our 750g party packs.”

A Sweet Deal

In 2021 Kervan Gida finalised the acquisition of a majority share in Poland’s leading confectionery company Grupa Otmuchów, amounting to between 64.36% and 65.29%, equating to EUR 23.5m. The deal demonstrates the company’s dedication to building its presence across the UK and into additional European countries. The move also reinforces Kervan Gida’s promise to use 55% of its IPO proceeds on new investment.

Enes concludes; “Our UK business has grown 58% in the past 12 months; we strongly believe that investment in the European market will be extremely fruitful and will go a long way to strengthen our brand value. Having Phil help drive this forward, we aim to be among the top five brands worldwide in our category.”

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