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July 20, 2022, Sebes, Alba region, RomaniaNatalia Gelshtein-Kishsh, an experienced FMCG business leader with a successful track record in various Central European markets has been appointed the new CEO of Alpin57Lux, the Romanian ice cream production and distribution business which is part of the Food Union Group. Alpin57Lux was founded in 1994 and currently employs over 500 people, produces over 100 SKUs with more than 10 brands, amongst which the most well-known are the affordable premium ice cream, Transalpina, the heritage ice cream brand, Fulg de Nea, the no added sugar ice cream, Suplette, and the kid’s ice cream brand, Tedi.

“We are pleased to announce that Natalia Gelshtein-Kishsh, an accomplished FMCG professional with over 15 years of managerial experience has joined the Food Union Group to lead our Romanian business unit. She will be responsible for the implementation of the next stage of the group’s expansion in Romania. She will focus on a further and deeper understanding of consumer needs, use of commercial technologies and digital marketing tools to facilitate a deeper interaction of our product brands within our target markets, a refinement of our product portfolio and the achievement of enhanced sales results. We are excited to work with and support Natalia and our Romanian team,” said Lincoln Pan, Partner and Co-Head of Private Equity at PAG.

Natalia Gelshtein-Kishsh has, for the past 15 years, furthered her career at Danone focussing on various markets and performing different roles, commencing as Sales Director in the Czech Republic, and in the Ukraine and Russia. She fulfilled her aspiration to lead the regional business as a whole following her appointment as Market Director of Romania, Bulgaria and Adriatic Countries in April 2017. Natalia also worked for 3 years at Danone Russia as the Modern Trade & On-Premise Director. Natalia’s earliest management assignment was with The Coca-Cola company in Russia starting as Brand Manager in 1998 and thereafter as National Key Account Manager between 2000 and 2003.

I am honoured to join the team in Romania, as well as the international team of Food Union Europe. It is a new challenge for me, and a fantastic opportunity for all of us to build further on the strengths of the local team and its dedication to the business, the heritage of the family company, the sound and professional business practices already existing within the Food Union Group, their leadership positions in ice cream specifically in the Baltics countries, all of our cumulative experiences as well as the Romanian market opportunities,” says Natalia Gelshtein-Kishsh, the new CEO of Alpin57Lux.



Alpin 57 Lux is one of the largest ice cream companies in Romania. Founded by Ioan Istrate as a family business in 1994, the company became part of the international ice cream and dairy player, the Food Union Group, in 2016. With decades of experience since its foundation and continuous growth and focus on innovation, Alpin 57 Lux is among the leading traditional players in ice cream, pastry and frozen food segments. Alpin 57 Lux employs over 500 people and produces over 100 SKUs with more than 10 brands, amongst which the most well know are the  affordable premium ice cream Transalpina, Fulg de Nea with its  black cone which won the “Product of the year title for innovating in ice cream category” in 2021, heritage ice cream brands such as Polar and Sandwich, the no added sugar ice cream Suplette and kid’s ice cream brands such as Tedi (licensed brand, owned by Maspex Group Poland).

Since 2001, Alpin 57 Lux has produced and distributed a wide range of pastries and frozen bakery products, which constitute around 20% of total sales of Alpin 57 Lux together with its frozen food products. Alpin 57 Lux operates its factory in Sebeș, Alba County. The factory is located on a new industrial platform, with modern production and storage spaces complying with IFS Food version 7, ISO 22 000:2018 and BSCI – The Business Social Compliance Initiative.


The Food Union Group is a leading, innovative consumer goods company that develops local brands and delivers delightful products in Europe, China and Pacific Asia. Food Union is currently the leading ice cream producer in the Baltics and Denmark, and the group holds a strong market position in Norway and Romania. The leading dairy group is backed by Hong Kong-based investment company Meridian Capital Limited, and one of Asia’s largest private capital firms, PAG.

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