V Roubis, the company that brought the natural bottled lemonade to Greece, launching the new line of well -being in Greece to Greece, will proceed with a dynamic opening this year, Amazon of USAwith expectations for a turnover of € 10 million by 2030.
“In America we were already with a very small distributor, but now we will enter Amazon’s Marketplace,” said the company’s founder and CEO, Vassilis Roubis, in yesterday’s (2.7.2025) event at a 50 -acre area in Drosia, Chalkida, where the state -of -the -art unit operates.
Through export activity to 14 countries, including Cyprus, Germany, France, Denmark, Sweden, the United Kingdom, Spain, Malta, Slovenia, Bulgaria, Romania, the Netherlands, Dubai and the United States of America, the United States. At the same time, it is considering collaboration with Holland & Barrett, one of the largest healthy eating retailers in Europe.
The new products are released under the brand feeju, which draws its name from the phrase “Feel the Juice”. The series includes feeju Ice Tea, beverages in four different flavors, with natural citrus juices and other fruits, as well as feeju functional shots, natural Greek production drinks, enriched with vitamins, minerals and other functional ingredients, which have been released the last four months.
“There are companies that copy what we do, but I don’t think there is competition,” commented Mr Roubis, adding: “We are the only company in Greece that produces wellness shots.”
“We are at 1,200 points in Ho.re.ca, which absorbs almost 90% of production, and we have another 3,000 points through partners. Our consumers also find us in eshops, in Thanopoulos and the organic village. We are also in Gregory and Coffee Lab, where we plug products, and give to Starbucks, “the company’s founder said, noting that there is no great interest in supermarkets, but mainly in Ho.re.ca.
Economic sizes and long -term targets
Despite the significant decline in the Ho.re.ca. market, which is moving down by 15%-20%, V Roubis records a 25%growth this year.
It is worth noting that in 2024 the company closed the year with a turnover of € 2.7 million and operating profits (EBITDA) that reached 700,000 euros, and at the same time aims at a turnover of 10m euros in the next five years.
“Our products are seasonal. We are looking for products that we can produce all year long. Instead of 3 months, we want to work 12. If we do this, we are talking about tripling the turnover, “Mr Roubis stressed, saying that the company’s human resources has a total of 50 people, 45 of which are permanent and 5 seasonal.
Investments of over 3.5 million euros
The company’s investment plan for the last decade exceeds € 3.5 million and concerns the development of a state -of -the -art factory with a low environmental footprint, constantly investing in new technologies and equipment.
With the planned expansion, the total area of the plant is expected to reach 2,800 square meters, and the creation of a 1,000 -square -foot logistics building. The existing installations are already undergoing juice and bottling processes, while warehouses, coolants, research and development section (R&D), quality control unit as well as company management offices are housed.
The production capacity of the plant reaches 10,000 bottles of 250 ml per hour, while the production line includes about 100 different product codes.
As part of its strategy for sustainable development, a € 50,000 investment will be made for the installation of a photovoltaic power system of 135 kW and a well -being a theme park will be set up within its facilities. The site will be visited, up to school trips, and will include tasting of product tasting, citrus and herbal crops and other experiential activities.
Although the company remains 100% privately owned to date, proposals are on the table for strategic investor entry, with Mr Roubis noting that “it is a natural development. However, we do not just look for capital. We want partners to match our philosophy. This is the most important. “