AQUILA strengthens its own brands portfolio, with new launches scheduled for 2026
AQUILA (symbol AQ), leader in integrated distribution and logistics services for the fast-moving consumer goods (FMCG) market in Romania and the region, with over 30 years of experience in this industry, continues the strategic development of the own brands, with the company’s portfolio now exceeding 140 products. The company plans new launches in 2026 focused on the segments with growth potential.
AQUILA currently holds a porfolio of 6 own brands, 3 in the food category - Gradena, LaMasă and Yachtis, and 3 in the non-food category - JetXpert, OK Mama and ExpertWipes. In 2025, the own brands generated sales of over RON 148 million, up 16% compared to the previous year.
Răzvan Bagherea, Organization and Human Resources Director, AQUILA:
“Developing the own brands is part of AQUILA’s strategy to strengthen its portfolio and increase the added value generated within the distribution chain. In recent years, the company has consistently invested in expanding and diversifying its product range, strengthening the position of Gradena, LaMasă and Yachtis in the food category, while the relaunch of JetXpert marked an important step in the development of the car care segment. Currently, revenues from own brands account for around 4% of the company’s total revenues, and our objective is to increase this share in the coming years by expanding the portfolio and launching products in everyday consumer categories. Through a diversified and competitive offering, AQUILA’s own brands meet the needs of consumers and business partners, while also contributing to strengthening the company’s market position.”
AQUILA continues to develop its food portfolio by expanding its own brands Gradena, LaMasă, and Yachtis, as well as its non-food portfolio through the JetXpert brand. Out of the 50 products launched in 2025, 25 belong to frozen foods, canned goods, sous-vide, and ready meals categories. The expansion of the own brands portfolio in the food segment focused mainly on the HoReCa channel, through products tailored for professional kitchens. In 2025, Gradena introduced 12 new products, LaMasă launched 11 products, and Yachtis added 2 products for this segment.
Gradena, the company’s most recognized own brand, continued in 2025 its process of consolidation and portfolio expansion, with a strategic focus on categories with growth potential and high relevance in everyday consumption, achieving a 16% increase in sales. In the canned goods segment, the brand recorded organic growth through the launch of new whole and sliced mushroom products, an initiative that strengthened shelf presence and reinforced Gradena’s expertise in the preserved vegetables category. In the frozen products category, Gradena capitalized on consumer trends toward quick, versatile, and freshness-oriented solutions by introducing 4 single-fruit assortments for retail, as well as 3 vegetable assortments in a promotional 1 kg + 200 g free format, designed to enhance value perception and shelf rotation. Additionally, the portfolio was expanded in the HoReCa channel through the launch of 3 products tailored to professional needs, strengthening Gradena’s positioning as a relevant supplier in both retail and out-of-home consumption.
LaMasă, the ready meals brand, has a portfolio of 26 products and expanded in 2025 with 11 new launches. In 2025, the brand continued to structure its portfolio by developing 2 semi-prepared products positioned as quick meal solutions. At the same time, LaMasă accelerated the development of the professional segment by launching the sous-vide range, with 9 items dedicated to the HoReCa channel. This strategic direction responds to the growing demand for products with high consistency, control of operational cost, and efficiency in professional kitchens, strengthening the brand’s positioning as a relevant partner for hospitality operators. LaMasă recorded a 16% growth in sales compared to the previous year.
JetXpert, a local brand in the automotive maintenance and car care products category, was relaunched by AQUILA following the acquisition of Romtec. In 2025, JetXpert underwent a strategic rebranding process focused on modernizing its visual identity and clarifying its competitive positioning in the car care products category. The JetXpert portfolio currently includes 35 products, over 60% of which were launched in 2025, with a focus on seasonal windshield washer fluids and a range of biodegradable car wipes. The brand modernization has supported differentiation on the shelves and expansion across multiple distribution channels, strengthening JetXpert's positioning as a competitive Romanian brand with high development potential. JetXpert recorded a 17% increase in sales compared to the previous year.