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Traditional Vita Cola brand achieves best annual result to date

Bottling of Vita-Cola at the production plant. / Photo: Martin Schutt/dpa-Zentralbild/dpa/Archivbild
Bottling of Vita-Cola at the production plant. / Photo: Martin Schutt/dpa-Zentralbild/dpa/Archivbild

The traditional East German brand Vita Cola sold a total of 95.5 million liters of non-alcoholic soft drinks last year. According to the company, this is the best result in the more than sixty-year history of the brand. The company said the result was achieved despite difficult conditions, such as high energy and commodity prices, growing inflation and consumer restraint.

Vita Cola is a brand of Thüringer Waldquell Mineralbrunnen GmbH in Schmalkalden. According to company information, Vita Cola occupies second place with a market share of cola in eastern Germany and even first place in Thuringia. In the lemonade segment, sales grew by 5.6 percent. Here, the company is also in second place in eastern Germany and is the market leader in Thuringia. Sales of beverages in glass bottles increased significantly.

The current challenges are also not easy for Vita Cola, it said on Monday. In view of increased prices, especially for sugar, but also for energy and transport, the company had to raise prices at the beginning of the year. Nevertheless, the company is optimistic about the future, it said. "As a regional brand, Vita Cola is a permanent fixture in eastern Germany," the company said. It is well known and the product range is broad. In addition to sugary drinks, it also includes sugar-free beverages.

The Thüringer Waldquell Mineralbrunnen GmbH employs more than 160 people in Schmalkalden in Thuringia. The company belongs to the Hessian Hassia Group, which also bottles Vita Cola in Lichtenau in Saxony, Hecklingen in Saxony-Anhalt and Bad Doberan in Mecklenburg-Western Pomerania. Vita Cola is a well-known brand in eastern Germany and has a loyal following.

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