Compal's capacity to adapt to changing market trends has been decisive, not only in maintaining and boosting its position of leadership, but also in its market-share growth for new products. For instance, from 1994 to 1999 sales increased 115%.

Since 1993, Compal has been a part of the Nutrinveste Group, the largest Portuguese agri-foodstuffs holding company. In 2004, the Nutrinveste Group sales turnover reached USD 840 million.

In December 1994, Compal became the first Portuguese soft drinks company to be awarded a certificate for its quality, in line with NP EN 9002.

Currently, investments in the company’s new manufacturing plant enabled it to reorganize its juice and prepared-vegetables unit completely. The practical result of this move was an enhanced rationalization of the production process, which meant the company could globalize its existing core business - juices and nectars.

Exports accounted for 13.5% of Compal's turnover in 2004, which is one of its main strategic focuses. Currently, Compal exports to more than 30 different countries such as the US, Brazil, Canada, the UK, France, Germany, Italy, Luxemburg, Estonia, Japan, Cape Verde, Angola and Mozambique.

Compal made its debut in Spain in 1998, with the creation of Compal España, solely owned by the Portuguese company. The key strategy behind this international move was an approach based on a range of innovative products. During the past two years, Compal España recorded growth rates of over 100%, and currently it occupies a remarkable fourth position in the nectar market, with concerted efforts being made to boost that presence.

As its core business - Quality Fruit-based Still Drinks - Compal produces nectars (under the Compal Clássico brand, a leader with a 71% market share), sugar free nectars (Compal Light brand, a leader with a 69% market share), 100% juices (Compal Fresh brand, a leader with a 48% market share), vitamin nectars (Compal Vital brand, a leader with an 82% market share) and Freshly Squeezed (Compal Gold brand, a leader with a 15% market share). Recently, Compal launched the new Compal Exótico, a brand offering four varieties of exotic-fruit combinations.

Compal leads in the canned vegetables market, with a 54% share. And in tomato-derived products, it has obtained a 19% share.

In 1999, Compal acquired Frize, a carbonated natural-water brand. Since then a revolution as been taking place in this segment of the market, with the launching of new and different flavors, such as lemon, tangerine, pineapple and fig, with novel and dynamic advertising.

Constantly developing, and currently experiencing the most brilliant phase of its corporate life on various levels, Compal has been focused on consolidating growth, both business and profits.

2004 – A Turning Point

Compal developed a new institutional image, enabling the company to differentiate its brands - identical up until then. Armed with its new image, Compal repositioned itself as a food and beverage portfolio brand manager. That is a strong statement, and especially important to send out to its institutional audiences, collaborators and distribution channels. Today, Compal has given shape to its slogan, "Brands that make Good Company", a central idea that was always part of its business.

Compal’s goal for 2004 was mainly supported by a drive to consolidate its position in domestic and international markets. It also included innovation, with several investments made in Research and Development for new products, new flavors and new packaging.

Compal's goal for 2005 was to grow in both traditional and new markets. In order to meet challenges to come, the company has reorganized its Export Division by creating an independent structure capable of sustaining the strategic consolidation of the brand in the international market, while also giving full and exclusive attention to new opportunities.

In line with these strategic advances is the will to obtain more efficiency in distribution channels, as a means to achieving the sustained growth of sales and profitability.