With the accession to the EU of the countries of Central and Eastern Europe (CEE) vast new markets have opened up to manufacturers of FMCG goods. The disposable income of these countries' populations has also been steadily rising creating even greater opportunities for product sales.

In order to access these markets directly, at the same time as taking advantage of the low manufacturing costs in CEE countries, many companies have established their own in-country manufacturing and packaging facilities. As well as reducing manufacturing and supply chain costs, distribution and logistics costs can also be substantially reduced.