Chip giant McCain Foods has struck a deal to buy Dutch potato products manufacturer CêlaVíta.
McCain announced the deal, signed for an undisclosed sum, yesterday (24 July) and said it would allow it to supply customers with a wider range of products.
CêlaVíta is based in the Netherlands and sells products including mash potato to customers in the country, as well as France, Germany and the UK. It is a subsidiary of Dutch firm Bieze Food Group, which is owned by German food company Wernsing Group.
The acquisition is another example of major food manufacturers looking to broaden their product portfolios to supply to increasingly powerful retail customers. A wider range of products can give suppliers greater clout in contract talks.
The chilled aisle is also a faster-growing part of the store than McCain's core category of frozen foods.
Show the press release
McCain Foods Holland B.V. plans to acquire CêlaVíta B. V. , a leading European chilled potato producer
Hoofddorp / Wezep - Tuesday, 24 July 2012
McCain Foods announced today that it intends to acquire 100% of the shares of CêlaVíta B.V., a subsidiary of Bieze Food Group BV, owned by the German Wernsing Group, located in Wezep (The Netherlands).
CêlaVíta B.V. is a leading European chilled potato producer and the market leader in the Benelux with over 300 employees. Its product portfolio includes whole baby potatoes, cut, sliced, diced and mash potato, both natural and seasoned. CêlaVíta B.V. has strong and longstanding relationships with Dutch and international customers across the three main channels: retail, foodservice and food industry. Its activity is particularly focused in the Netherlands, Belgium, France, Germany, UK and Italy. In line with common practice, this agreement is subject to consultation with employee representatives and other customary closing conditions.
Upon completion of this acquisition, CêlaVíta B.V. will become a full subsidiary of McCain Foods Holland B.V.(a subsidiary of McCain Foods Limited). The reputable names of CêlaVíta B.V. and its brands (CêlaVíta and La Menute) will remain key assets for the company. This proposed acquisition will strengthen McCain’s core potato business and open opportunities to better serve customers with a more diverse range of product solutions.
"The acquisition of such a respected and leading player in the industry will allow us to expand our range of capabilities and grow our supply position on the European processed potato market”, said Jean Bernou, President of McCain Continental Europe.
“CêlaVita B. V. is a true innovator within the European pre-packed chilled potato market and has over the years established a strong position within this segment. I believe that together with McCain, we can further position our products as a highly attractive proposition to consumers, both in the food retail and in the foodservice channel and take the next step in the development of this great company”, said Martin Zwinkels, Managing Director of CêlaVita B. V.
