Cris-Tim Group, the leader of Romania’s processed meat and ready-meal market, as well as a major player in the dairy and hospitality sectors, has officially launched Grătărescu sausages. The new product is designed for grilling and marks the expansion of Cris-Tim’s portfolio into the sausage segment, identified as the fastest-growing area in the industry. According to market data, the sausage segment recorded an increase of approximately 16% in volume in 2025 compared to 2024, surpassing the average growth of the processed meat market. Although currently dominated by boiled-smoked products with little differentiation, this segment is ready for innovation—a context that Cris-Tim has decided to capitalize on with the launch of Grătărescu.

“Our strategy is to strengthen our leadership position in all categories in which we operate and to accelerate growth in high-potential segments. The launch of Grătărescu sausages is a natural step in this process. We are addressing a market with very strong dynamics, and we are introducing a product perfectly adapted to consumer habits, as well as to the cultural moment of the grill, which is so present in the lives of Romanians. Our goal is to turn Grătărescu into the reference sausage of the segment and, through this launch, to support the group’s sustainable growth of around 10% in 2025,” said Radu Timiș Jr., CEO of Cris-Tim Group.

Grătărescu sausages stand out through their recipe based on tender pork meat, seasoned with garlic and whole mustard seeds, slowly smoked with natural beechwood smoke, and wrapped in natural casing to preserve juiciness.

The product is available nationwide in major modern retail chains, traditional trade, Cris-Tim’s own stores, and through e-commerce, in two formats: 260 g vacuum-packed and 1 kg bulk.

The grill – a Romanian tradition

According to a study conducted by Reveal Marketing Research in 2025, grilling remains a deeply rooted custom in local culture: 34% of Romanians associate it with outdoor relaxation, 26% with family time, and 26% with weekends and holidays. The Grătărescu product, created especially for grilling, is tailored to current consumption habits and addresses a wide audience – young families, active couples, and groups of friends.

“Grătărescu is one of the most important brand projects of this year. The integrated campaign aims to make Grătărescu the preferred choice of Romanians on the shelf. We are communicating in a tone built on authentic Romanian humor and a memorable language designed to quickly anchor the product in consumers’ minds. At the same time, Grătărescu strengthens our processed meat portfolio through a relevant innovation that brings variety and differentiation to a category in full expansion,” said Ligia Smadu, Marketing Director of Cris-Tim Group.

The launch of Grătărescu is part of the company’s strategy to consolidate its position in existing markets while also accelerating development in new high-potential segments, particularly those related to fast and healthy consumption. For 2025, Cris-Tim aims for sustainable growth of approximately 10%, both in turnover and EBITDA.