LOUX MARLAFEKAS S.A.
- FAX+30 2610 529682
Loux: Steady growth with innovative steps and unmatched quality!
Loux, Greece’s largest fully Greek-owned soft drink and juice company, has been on a steady growth path in spite of tough conditions as a result of the country’s financial crisis and the market’s contraction, redefining the market and prospects of Greek soft drinks.
Loux is among the country’s most dynamic companies in the specific market. In spite of the financial crisis and a decline in beverage consumption, Loux has managed to double its sales in the past decade, conquering one of the top positions in market share and being placed on the shelves of 24 countries worldwide. With a presence in the market since 1950, Loux has won the market with a complete range of soft drinks, in 8 flavors, and juices, in 4 flavors, distinguished for their quality and authentic recipes. The firm’s priority has been the choice of raw materials of superior quality, of Greek production, which is reflected in a distinctive flavor and an increasingly higher consumer preference.
Indicatively, the company’s promotion as Superbrand in 2016 by Corporate Superbrand Greece, as well as the title of “Named Greek Product” under the Made in Greece 2017 awards, are the real recognition of Loux’s top quality product innovation. Continuous investment in research and development has also made Loux a market leader, which has once again been confirmed by its dynamic entry into the market for light soft drinks and the new innovative “plus ‘n light” range, with 0% sugar, 60% fewer calories and higher vitamin C content (in the orange and lemon flavors). Loux’s “plus’ n light” products are the first and only light soft drinks on the Greek market that contain only natural sweeteners (fruit sugars, fructose and vegetable sweeteners), retaining the familiar and unparalleled flavor that characterizes all the Loux products, and taking the light soft drink market segment by storm. A warm response by consumers led Loux to expand the range by adding the “plus n’ light tea”. The new ice-cold Loux tea in three flavors, following the same philosophy in the recipe for 100% natural content and fine taste, meets the needs of consumers for a more balanced diet.
The Achaia-based company operates three privately-owned, state-of-the-art production facilities in the Peloponnese, and a new logistics center in Attica; the firm’s presence spreads to some 50,000 points of sale. In recent years, the firm invested 20 million euros in equipment and facilities from equity, without bank borrowing, with a recent investment for the creation of a new line valued at 5.5 million euros. Outside Greek borders, Loux has developed a strong export business, achieving sales in 24 countries worldwide, from America to Australia, with exports growing fast and Loux representing every day on the international market the traditional flavors and high quality value of Greek products. A high response to Loux products and the company’s careful strategic planning have placed Loux on a continuous growth path. In spite of market difficulties, in 2017, Loux posted revenues exceeding 33 million euros (5% annual increase) and a 30% profitability increase compared to 2016. With innovation and high quality at the heart of its activities, Loux has redefined the Greek soft drink and has changed market conditions. With continued distinction in Greece and abroad, as well as a steady growth course, Loux has won the big bet in the market.
Giannis Marlafekas, President