Kelly (company)

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Kelly

logo
legal form Ges.mbH
founding 1955
Seat Vienna
management Markus Marek (CEO) Werner Luksch (CFO) Thomas Buck (COO)
Number of employees 358 (2018)
sales EUR 183 million (2018)
Branch Food and luxury foods: Snacks
Website kelly.at , kellys.at

The Ges.mbH Kelly is an Austrian company American embossing and part of Intersnack -Group.

Kelly manufactures and sells snacks under the Kelly's and Soletti brands , as well as funny-frisch, Chio, POM-BÄR and ültje . The food brands have a level of awareness of over 98%.

history

In post-war Austria, in 1955, the American and - due to the withdrawal of the US Army under the terms of the State Treaty - Major Howard Morse Kelly founded the " American Popcorn Company " together with the Austrian Herbert Rast . In 1965 the company was renamed Kelly Ges.mbH and taken over by the German company Bahlsen in the same year .

In 1976 the company acquired Hollabrunner chips production , and subsequently in 1985 also the Feldbach bakery factory , which had made a name for itself through the production of rusk . This was expanded into the largest baking line for pretzel sticks (Soletti) in Europe. In addition, a nut processing company was bought up.

In 1994 Herbert Rast handed over management to Wolfgang Hötschl after almost 40 years of management. Under his direction, a logistics and administration center was opened in the early summer of 1997 at today's 58,000 m² site in the North Industrial Center in Vienna - Donaustadt .

Kelly belonged to the Bahlsen group from Hanover until they split up . In 1997 the Bahlsen-Picanterie Salz production was taken over, but sold again in 2001 after the group split . Gisbert von Nordeck , the husband of the Bahlsen sister Andrea, who died a year earlier, was awarded the divisions of the Austrian Kelly and Swiss Wernli brands.

Production site of the main plant in Vienna

In 2003, the potato chips production moved from Hollabrunn to the Donaustädter production halls (Vienna), as expansion at the old location was no longer possible and synergy effects were to be achieved. 37 of the former 99 Hollabrunn employees accepted the offer to move to the new location, the remaining employees required were taken on again.

In 2005 a chip factory in Bosnia was bought.

2007/2008 was Kelly of the company Intersnack from Cologne taken.

At that time Kelly Ges.mbH was 62.4% owned by v. Nordeck International Holding AG, to 25.1% of Raiffeisen Ware Austria (which in turn is 50% owned by BayWa ) and 10% by Josef Wolfgang Zach and 2.5% by Maria Elisabeth Zach . A few years earlier, the Zach couple had joined the Kelly Group with the Soletti brand. In July 2007, all shareholders sold their shares in Intersnack. Kelly is now part of the European snack network of the Intersnack Group and is responsible for the Kelly's, Soletti, funny-frisch, Chio and ültje brands in Austria, Switzerland and Slovenia.

facts and figures

According to its own information, in 2015 the company generated two thirds of its sales in Austria and one third abroad

  • Employees: 318 (only in Austria)
  • Sales: 27,300 t of snacks
  • Sales: EUR 163.3 million
  • Share of business areas (according to own information):
    • Baked: 35%
    • Chips & sticks: 25%
    • Specialties: 21%
    • Nuts: 19%

In the course of the increase in export business, foreign sales amount to a third of total sales. In 1999, 17,000 tons of potatoes were processed.

In 2015, around 26,000 tons of potatoes and around 1,600 tons of corn grits were processed at the Vienna site.

Locations

Kelly has 2 locations in Austria: Vienna- Donaustadt and Feldbach . In addition to picking and distributing all of the goods produced by Kelly, extruder products , pellets, popcorn and potato chips are also produced at the main location in Vienna . A total of 210 people are employed at the Donaustadt location, 123 of them in production.

Brands

The brand mascot "Joe Soletti" of the most successful brand Soletti on the east bank of Lake Neusiedl during the Surf Worldcup 2011

Kelly is the market leader in Austria with the brands Kelly's, Soletti, funny-frisch, POM-BÄR, Chio, Goldfischli and ültje . Kelly's is advertised as "Best American Quality".

With "Kelly's" (chips and related products) and Soletti, Kelly Ges.mbH has two well-known and popular brands as draft horses. “Soletti” is 98% known in the home market of Austria, is exported to 48 countries and, according to ACNielsen surveys, ranks second among the top brands in the Austrian food and luxury food industry. In this study, “Kelly's” ranks first among the top brands. Soletti is one of the 20 best-known brands in Austria. According to the 2015 Market Study, Kelly's is number 1 among snack items and the Soletti brand is number 2. The positive values ​​in the categories of “aided awareness, likeability and advertising recall” make the two brands top brands. According to competitor Bahlsen, Soletti has even become a synonym for pretzel sticks in Austria on the local market. Soletti denies that it is a generic term because it is not in any dictionaries but only in a few cookbooks.

The funny-frisch brand (since 1972) is tailored to the taste of the neighboring German country, and is market leader there, according to the company. The name comes from a merger of the predecessor companies Pfanni and Chipsfrisch. The brand name ültje is derived from the East Frisian word for peanuts. Ültje specializes in nuts.

New products such as “Kelly's AIRPACK” for chips or “Soletti SuperSize” ensured a permanent increase in sales of over 20% and gains in market share, which is constantly in distress due to strong competition and discount providers .

The Kelly PopcornCHIPS and Soletti BrezelCHIPS are special innovations in recent years. With these two completely new products, new consumers could be won and Kelly already received two golden Effies for the efficient application.

Products and raw material origin

All kinds of potato chips, corn tortillas and other snacks such as Kelly's Snips, Kelly's Sticks, Kelly's Gypsy Wheels, Kelly's Sing Sing, Kelly's Pizza Rolls, Kelly's Furiosi, POM-BÄR as well as Kelly's Rab.bits and pretzels are produced. Various types of popcorn, both for immediate consumption and to make at home, are also part of the range, as well as peanuts and selected noble nuts.

According to the company, the potatoes for Kelly's Chips come from Lower Austria and Burgenland, with the shortest journey from the potato field to production in Vienna-Donaustadt only 6 km.

In addition, Kelly Ges.mbH is IFS (International Featured Standard) certified and thus ensures food safety and the quality of your processes and products.

Kelly has also signed his potato suppliers under contract since 2002. The approximately 100 contract farmers are now guaranteed contractually regulated purchase quantities and prices. In addition, the farmers are encouraged to switch to potato crisps in the long term, as Kelly increases the production volumes at the Vienna-Donaustadt location due to the strongly driven sales expansion, and the self-imposed principle of Austrian origin is to be followed. Around two thirds of all potatoes required come from the Marchfeld in Vienna alone (as of 2007).

Herbert Prohaska as testimonial

Herbert Prohaska has acted as a testimonial for Kelly's and Soletti since 2013 and has appeared in front of the camera for the two brands with his slogan “So I say once so ...”.

Sponsorship

Kelly is a long-time sponsor of the CliniClowns and the Schönbrunn Zoo, is a sponsor of the Vienna Capitals and has been a sponsor of GreenCare since 2016.

Individual evidence

  1. ↑ Corporate structure in: kelly.at, accessed on October 27, 2016
  2. ↑ Kelly increases the management In: kelly.at, September 30, 2016, accessed on October 29, 2016
  3. ↑ Chips, Salzstangerl & Co: Security gives the brand - message politics & economy . Website science.apa.at. Retrieved October 26, 2015.
  4. ↑ a b c Kelly’s data and facts - self-reported . Website kelly.at, accessed on October 26, 2015.
  5. ↑ Intersnack : Kelly’s , viewed November 1, 2011.
  6. ↑ a b c d e Our products are loved even though nobody needs them - OLN News Handel . Website leadersnet.at. Retrieved October 26, 2015.
  7. ↑ a b c d e f Kelly Ges mbH: About us: History of Kelly Ges. MbH , seen October 29, 2016.
  8. ↑ Gertraud Fuchs: Kelly opens new logistics center ( Memento from September 21, 2016 in the Internet Archive ) in Wirtschaftsblatt.at from June 14, 1997, seen on November 1, 2011.
  9. ↑ v.Nordeck International Holding AG: Information on ownership ( memento of the original from January 15, 2011 in the Internet Archive ) Info: The archive link has been inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. dated July 5, 2007. @1@ 2Template: Webachiv / IABot / www.presseportal.ch
  10. ↑ APA: Intersnack buys snack manufacturer Kelly , in the press on July 5, 2007.
  11. ↑ a b c Heiko Bergmann; Urs Fueglistaller: Study by the Swiss Institute for Small and Medium-Sized Enterprises (KMU-HSG) at the University of St. Gallen: Effects of an agricultural free trade agreement CH-EU on medium-sized companies that process vegetables, potatoes and oilseeds (November 2006) , page 17, ( online , replacement link as PDF).
  12. ↑ Chips, Salzstangerl & Co: Security gives the brand - message politics & economy . Website science.apa.at. Retrieved October 26, 2015.
  13. ↑ Soletti researches the future in Styria . Website standard.at. Retrieved October 26, 2015.
  14. ↑ Cornelia Mayr Knabbergebäck: Short-term trends bring variety to the shelf  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. (PDF; 468 kB), in ATG - Auto Tankstelle Garage 2/2010, Bohmann: Vienna, page 38.@1@ 2Template: Dead Link / www.delico.at  
  15. ↑ Markify: Word Mark: Kelly's BEST AMERICAN QUALITY Roasted and Salted Peanuts ( Memento of the original from March 4, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , Number 004077798, registered since September 11, 2006. @1@ 2Template: Webachiv / IABot / trademark.markify.com
  16. ↑ DirectoryTrademark.com: Kelly's BEST AMERICAN QUALITY Roasted and Salted Peanuts - OHIM Trademark 004077798 ( Memento of the original from October 16, 2017 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , seen November 1, 2011. @1@ 2Template: Webachiv / IABot / www.directorytrademark.com
  17. ↑ Hello world! With which export strategies companies in Vienna are successful . The magazine of the Viennese economy # 3 (WKO) - wkw.at. Retrieved October 26, 2015.
  18. ↑ CASH trade magazine: Brand Equity Index ( Memento of the original from March 4, 2016 in the Internet Archive ) Info: The @1@ 2Template: Webachiv / IABot / www.cash.at archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. . 09/2014, cash.at, PDF page 106-108. Retrieved October 26, 2015.
  19. ↑ Intersnack : Funny-frisch brings even more variety of nibbles: The popular brand surprises with four baked products ( Memento of the original from February 23, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. (PDF; 835 kB) in SnackTalk 6/2010, page 1. @1@ 2Template: Webachiv / IABot / www.smc-koeln.de
  20. ↑ Intersnack : funny-frisch ( memento of the original from February 21, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , seen November 1, 2011. @1@ 2Template: Webachiv / IABot / www.intersnack.com
  21. ↑ trnd AG: Peanut Piccos in Hungarian from funny-frisch: Crunchy peanuts in a spicy, crispy shell. (PDF; 1.2 MB), viewed November 1, 2011.
  22. ↑ Intersnack : Our brands (click on the Ültje logo there), as seen on November 1st, 2011.
  23. ↑ Who to Whom: Ültje , seen November 1, 2011.
  24. ↑ The trade newspaper 03/2015 . Website isuu.com. Retrieved October 26, 2015.
  25. ↑ Kelly's Products . Website kellys.at. Retrieved October 26, 2015.
  26. ↑ Kelly's FINE & FAIR: Fair snacks for sustainable enjoyment ( Memento of the original dated December 8, 2015 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. . Website Lebensart.at. Retrieved October 26, 2015. @1@ 2Template: Webachiv / IABot / www.lebensart.at
  27. ↑ Lower Austria Farmers' Association ( People's Party of Lower Austria ): Kelly: Plank: This year 37,000 t of potatoes are obtained from the area  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice.@1@ 2Template: Toter Link / www.noebauernbund.at  
  28. ↑ Herbert Prohaska becomes testimonial for Kelly's  ( page no longer available , search in web archives )  Info: The link was automatically marked as defective. Please check the link according to the instructions and then remove this notice. . Website werbeplanung.at. Retrieved October 26, 2015.@1@ 2Template: Dead Link / werbeplanung.at  
  29. ↑ Snacking for a good cause . Website cash.at. Retrieved October 26, 2015.
  30. ↑ American Spirit . Website austrianbusinesswoman.at. Retrieved October 26, 2015.

Web links