Melitta Single Portions
PDF DownloadWithin the Melitta Group, Melitta Single Portions is responsible for all products connected with the preparation of hot beverages in the form of single servings. With its innovative solutions and products, the operating division aims to become one of the leading, globally operating suppliers for single-serve hot beverages. As of November 2019, Melitta Single Portions has been producing and marketing a premium range of individually portioned teas under its first-ever own brand Avoury®. With the Avoury® One tea machine and over 30 organic tea varieties, Avoury® stands for a new and sustainable form of top-quality tea enjoyment.
Key figures' 22
Sales in € thous.
2022
972
2021
558
Employees, full-time employees, annual average
2022
47
2021
36
Our positioning
The products of Melitta Single Portions stand for high quality. For the development of its new solutions and innovative product concepts, the operating division draws on its own research activities, while also benefiting from existing know-how within the Melitta Group. The products developed by Melitta Single Portions are fully aligned with current and future trends and set new standards in hot beverage preparation.
Our strategy
The strategy of Melitta Single Portions is aimed at becoming one of the world’s top three suppliers in the single-serve hot beverage market. The operating division offers high-end products that combine quality, service, sustainability, and innovative strength. One area of focus is the premium segment. Key elements of the strategy are the constant expansion of the sales network by means of strategic partnerships and the internationalization of the product range.
Market and business trends in 2022
Melitta Single Portions successfully strengthened its business by exploiting innovative marketing channels and expanding its distribution network in 2022. In doing so, it became apparent that the sensory experience of the operating division’s products through tea tastings remains important. Fiscal year 2022 was marked in particular by an intensification of marketing and digitalization activities aimed at acquiring new customers for products under the Avoury® brand.
Outlook 2023
Melitta Single Portions expects to face further economic challenges in the current fiscal year. The operating division therefore plans to remain agile and align its strategic planning with the prevailing conditions. Distribution and marketing channels are to be expanded and the division’s own sales channel extended with new direct-to-consumer initiatives in 2023. At the same time, efforts to raise brand awareness and firmly position product offerings in the premium segment will be intensified.
