Origins

VALENSINA was created by Rolf H. Dittmeyer, a German entrepreneur who believed that premium fruit juice should be bottled close to where the fruit is harvested to preserve freshness and quality. Before founding the brand, Dittmeyer had built a large fresh-fruit distribution network in Germany during the 1950s 1.

The name “Valensina” was inspired by Valencia oranges, which are famous for their sweetness and juice quality, and the German word “Apfelsine”, meaning orange. The combination resulted in the unique brand name Valensina 1.

Growth

During the 1970s and 1980s, VALENSINA gained prominence through memorable advertising campaigns featuring “Uncle Dittmeyer” (Onkel Dittmeyer), depicting the founder wearing a straw hat among orange groves. These commercials helped establish the brand as one of Germany’s premium orange juice labels 1.

Ownership Changes

The company has experienced several ownership transitions over the years. A major milestone occurred in 2001 when the VALENSINA brand was acquired by Sportfit Fruchtsaft GmbH, a family-owned German juice producer founded in 1967 by Wilfried Mocken. In 2006, Sportfit officially changed its company name to Valensina GmbH 2.

Today, the business continues as an owner-managed company led by the Mocken family. In 2015, Thailand’s Boon Rawd Brewery acquired a 50% stake in Valensina GmbH while the company remained under family management 2.

Although originally famous for orange juice, VALENSINA has expanded into a broad beverage brand. Its product range includes:

• Orange Juice
• Apple Juice
• Multivitamin Juice
• Tropical Fruit Juice
• Grapefruit Juice
• Mixed Fruit Juices
• Direct (Not-from-Concentrate) Juices
• Chilled Premium Juices
• Fruit Nectars
• Mild Juices
• Juice Spritzers (Schorlen)
• Lemonades
• Iced Teas
• Energy Drinks
• Seasonal and Limited Edition beverages

The company currently positions itself as a complete fruit beverage brand rather than solely a juice manufacturer 1.

The brand identity of VALENSINA centers on high-quality fruit selection, natural fruit taste, premium juice experience, continuous innovation, fruit expertise, and enjoyment inspired by sunshine and freshness. Its long-running slogan and messaging emphasize bringing “a little sunshine” into everyday life through fruit beverages 2.

The Valensina Group operates three production facilities in Germany:

1. Mönchengladbach (Headquarters and chilled juices)
2. Vechta (Ambient/non-refrigerated juices)
3. Erding (Wolfra apple juice production)

Together, these sites produce hundreds of millions of liters of beverages annually and also manufacture products for private-label customers 2.

VALENSINA has invested in various sustainability initiatives, including ISO 50001-certified energy management, biogas production at its Mönchengladbach site, water treatment and wastewater recycling, resource-efficient manufacturing, waste reduction programs, and responsible production practices. The company also publishes sustainability reports outlining its environmental and operational goals 2.

VALENSINA is considered one of Germany’s leading fruit juice brands. According to the company, the Valensina Group employs more than 400 people, generates annual sales of approximately €262 million, and is among Germany’s leading suppliers of fruit juices and soft drinks. The group markets well-known brands including VALENSINA, Hitchcock, and Wolfra 2.

Core Values

• Premium quality
• Fruit expertise
• Authentic taste
• Innovation
• Reliability
• Sustainability

Brand Personality

• Fresh
• Natural
• Trustworthy
• Family-oriented
• Healthy
• Modern

VALENSINA serves a broad consumer base that includes families, health-conscious consumers, breakfast beverage drinkers, premium juice buyers, and consumers seeking natural fruit beverages. It also targets younger audiences through newer categories such as iced teas and energy drinks.

VALENSINA is a long-established German beverage brand that has evolved from a specialist in premium orange juice into a diversified producer of fruit-based drinks. With roots dating back to 1966, the brand combines a strong heritage, recognizable marketing, and a focus on quality and innovation. As part of the Valensina Group, it remains one of Germany’s leading names in the fruit juice industry, offering products that range from classic juices to modern refreshment beverages 2.

1. Pressemeldungen – Valensina.de
2. Facts & figures – Valensina Group