With a 55% market share 1001 cvet is the leading tea brand in Slovenia, where fruit and herbal tea, featured strongly in the 1001 cvet line, have traditionally been equally or even more popular than classic tea.

Žito CEO Janez Bojc explained that tea sales have not been suffering because of the crisis, but indicated plans to boost sales in other former Yugoslav republics, where it is already fairly well known, as well as on other foreign markets.

Bojc, who said that Žito is looking at EUR 113m in revenue for 2013 and more than EUR 2m in profit, said that brands pay a key role in the company's results.