The playful, colorful world of Trolli has firmly captured the attention of Georgian consumers, translating into strong market performance and growing brand loyalty. Known globally for its distinctive gummy candies, the brand continues to expand its footprint in Georgia through strategic distribution and a deep understanding of local preferences.
Thank you for reading this post, don't forget to subscribe!This success has also been recognized at the industry level, with Trolli named a winner in the jelly candy category at the Golden Brand awards. The achievement highlights not only the brand’s popularity but also the strength of BMS, the company behind its distribution in Georgia, which has built a portfolio of leading international brands trusted by local consumers.
In an interview, Victoria Bodokia, Brand Manager at BMS, discussed Trolli’s success in the Georgian market, the key drivers behind its growth and the company’s long-term strategy.
Q. What does it mean for you that Trolli has been recognized as a leading brand in the jelly candy category?
A. Trolli is known worldwide for its unique, fun, colorful and soft-textured gummy candies. This recognition is particularly meaningful for us because it reflects consumer trust and real market evaluation. It highlights that Trolli has already secured a strong position in Georgia.
Q. How do such recognitions influence consumer trust in the Georgian market?
A. Awards like this are a visible marker of quality and reliability in the eyes of consumers. They play an especially important role for families and children, where trust is a key factor in decision-making. This recognition reinforces that Trolli is a brand trusted by a wide audience and that consistent quality and experience strengthen positive consumer perception.
Q. In your view, what factors have driven Trolli’s success in Georgia?
A. Several key factors have contributed. First, the product is clearly differentiated and unique. Its soft texture, playful shapes and creative design create an emotional experience that sets it apart.
At the same time, a well-planned communication strategy and efficient distribution have ensured strong visibility and availability across both major retail chains and regional stores. This integrated approach has built a solid market position and consumer trust.
Q. Are there plans to expand Trolli’s assortment in Georgia?
A. Assortment development is an important part of our strategy. We continuously analyze global trends and local demand and we are gradually considering both optimizing the current range and introducing new products. Our goal is to offer variety while maintaining the brand’s core values of uniqueness and quality.
Q. How are you working to improve product availability across regions?
A. Regional expansion is one of our key priorities. Our sales team actively works with both large retail chains and local stores to ensure nationwide availability. At the same time, we focus not only on distribution but also on strong shelf presence, which plays a significant role in shaping consumer perception and purchase motivation.
Q. Several brands in your portfolio – including Vileda, Frosch, Pasta Reggia and Basso – have also received similar recognition. What does this say about your brand selection strategy?
A. It clearly reflects that BMS operates with a unified standard centered on quality. When adding new brands to our portfolio, whether in household or food categories, our selection criteria are strict. Products must be innovative and aligned with everyday consumer needs.
Vileda’s innovation, Frosch’s eco-friendliness and the traditional Italian quality of Pasta Reggia and Basso together define BMS’s signature approach. These recognitions confirm that Georgian consumers value European standards, which is exactly what our strategy is built around.
Q. What common traits do successful brands share in Georgia?
A. Successful brands typically have a clear identity, consistent quality and a strong consumer-centric approach. Equally important is a deep understanding of the market and offering value that is not only functional but also emotionally relevant to consumers.
Q. Which categories are you planning to strengthen in the coming years?
A. Our focus will remain on strategically important categories where we already hold strong positions, particularly in food and household segments. At the same time, we are exploring new opportunities to bring more diverse and valuable products to Georgian consumers.
Q. What are BMS’s main strategic priorities in Georgia for the coming years?
A. Our strategy is focused on sustainable growth, strengthening our portfolio, expanding distribution and improving operational efficiency. We place special emphasis on consumer experience and long-term brand development to maintain our competitive advantage in the Georgian market.
Q. Are you planning local campaigns or partnerships to further grow Trolli’s popularity?
A. Yes, local activations are an important part of our marketing strategy. We are planning campaigns tailored to the local context, aimed at building closer connections with consumers.
Q. How do you view competition in the jelly candy segment and what is Trolli’s advantage?
A. Competition in this segment is high, but Trolli stands out by setting new standards. Its advantage goes beyond creative shapes and soft texture – product safety and quality are key priorities.
Trolli gummies are gluten-free and lactose-free, which is increasingly important in today’s market. This means we offer a product that is not only fun and tasty but also aligned with modern, health-conscious lifestyles. This quality difference is a major driver of the brand’s success in Georgia.
