Manassen is the largest importer and distributor of groceries in Australia. Under a long-term delivery agreement, King Oscar’s factory in Poland will continue deliveries to Manassen.
King Oscar entered the Australian market in 1913. The brand is the market leader in sardines, with good national distribution and sales of approximately NOK 25 million (€3.2 million/$3.9 million) in 2005.
Manassen is better suited to develop the King Oscar brand in the region into other categories beyond sardines, Director Geir-Arne Aasnes told IntraFish.
"We were not able to develop these markets by ourselves anymore," Aasnes said.
