Exhibiting at International Food & Drink Event (IFE) 2025

Passage Food SRL, operating under the widely recognized Passage Candy brand, is a dynamic Romanian confectionery and snack distribution company headquartered in Vanatori, Romania. The company is known for its extensive assortment of sweets and baked goods, catering to diverse tastes and markets through innovative products and strategic brand development.

Core Business and Product Range

Passage Food SRL specializes in the import, distribution, and branding of confectionery products, offering a vast portfolio that spans across multiple consumer categories. Its main product segments include:

• Confectionery & Snacks:

  • Lollipops
  • Cotton candy
  • Chocolate products
  • Jelly and marshmallow treats
  • Liquid candy formats such as sprays and gels
  • Candy-integrated toys and surprise eggs
  • Bubble gum and other novelty items

• Pastries & Baked Goods:

  • Mini croquettes
  • Mini rolls
  • Cookies and crackers
  • Gingerbread

This diverse range allows Passage Food to target a broad consumer base, from children to family shoppers, with products that blend novelty, flavor, and affordability.

Unique Selling Proposition (USP)

Passage Food stands out in the regional and Eastern European sweets industry through its:

• Focus on innovation and packaging design tailored to children’s entertainment and impulse buying behavior.
• Affordable pricing strategy while maintaining product safety and visual appeal.
• Strong emphasis on seasonal promotions, including Easter and Christmas-themed candies.
• Partnerships with toy-integrated candy solutions, creating hybrid snack-entertainment products that stand out at point-of-sale locations.

Brand Portfolio

The company operates under and distributes multiple recognized brands, including:

• Passage Candy – The flagship brand offering a wide array of candies and snacks.
• Grande Dolceria – A brand focused on Italian-style pastries and sweet baked goods.
• Grande Gloria – A broader product line that includes pastries and impulse items.

These brands are positioned across various retail tiers to maximize market reach and channel effectiveness.

Market Presence and Distribution

Passage Food SRL has built a robust distribution network covering:

• Romania's modern retail sector, including supermarkets, hypermarkets, and convenience stores.
• Regional exports to neighboring countries in Eastern Europe, including Bulgaria, Hungary, and Moldova.
• Private label production and brand licensing for retail partners looking for customized candy solutions.

The company has a strong presence in impulse product zones such as checkout counters, toy aisles, and seasonal gift sections.

Infrastructure and Operational Capabilities

Operating from its base in Vanatori, Passage Food benefits from:

• Modern warehousing and cold chain infrastructure.
• In-house packaging and branding design capabilities.
• Distribution hubs capable of handling fast-moving consumer goods (FMCG) logistics.

Its capacity to manage both confectionery and bakery categories under the same operational umbrella enhances its service delivery and SKU management.

Compliance and Quality Assurance

While specific certifications are not publicly disclosed, Passage Food is compliant with:

• EU food safety regulations under Romanian authorities.
• Likely adherence to HACCP principles for food safety.
• Clear ingredient and allergen labeling across product categories, ensuring transparency and consumer trust.

The company places emphasis on attractive yet safe products, especially in categories targeting children.

Strategic Participation and Growth Indicators

Although no formal shipment records are listed, Passage Food’s visibility in European retail catalogs and distributor listings signals an active presence in:

• International food trade fairs and exhibitions.
• Seasonal retail promotions in multiple EU countries.
• Private label projects with multinational grocery chains.

The growth of novelty candy and toy-integrated food segments in Europe, projected to grow at 6.5% CAGR, positions Passage Food as a key player in this evolving niche.

Customer Engagement and Brand Recognition

Passage Candy and its sub-brands are recognized for their eye-catching visuals, cartoon-based designs, and play-value packaging, contributing to strong brand recall among children and parents alike. While no formal testimonials are listed, the repeated market presence and visual shelf dominance suggest strong consumer acceptance.

Outlook and Expansion Strategy

Passage Food SRL continues to expand its market footprint by:

• Introducing new product lines annually based on trend analytics.
• Increasing presence in e-commerce and online gifting platforms.
• Building brand awareness across digital channels and influencer partnerships (planned).

The company’s agile model, diversified portfolio, and product innovation place it in a strong position to grow in both local and export markets, capitalizing on the continued demand for affordable, fun, and flavorful confectionery experiences.