Dr. Oetker sinks its teeth into Flanders’ pudding brand Imperial
Four years after acquiring Continental Foods, Spanish group GB Foods is now selling Continental’s Imperial brand, Flanders’ specialist in baking and dessert mixes, to German food giant Dr. Oetker. “This newcomer fits perfectly within our growth strategy,” Dr. Oetker asserts.
The future looks sweet …
Imperial is Continental Foods’ sweet brand, producing baking powder, baking flour, vanilla pudding, sugar, caramel sauce and many other products. It’s not the first time for Dr. Oetker to seek mutual opportunities involving the Flanders-based brand, as the German food giant has long been active in the same business. Dr. Oetker and GB Foods have already held talks about a possible acquisition.
… and savory
As a result of the deal, GB Foods will now focus specifically on the savory brands of Continental Foods, like Devos Lemmens (sauces), Royco (instant soups), Aïki (noodles) and Liebig. The Spanish group will keep operating its factory in Puurs, near Antwerp. “We will continue to invest in infrastructure, innovation and product development,” the company says.
Self-raising star in baking products
For Dr. Oetker, world renowned for its pizzas and baking mixes, Imperial fits in perfectly with the company’s growth strategy and is a logical addition to its existing portfolio in Flanders and Belgium as a whole. “Through the acquisition of Imperial, we will significantly strengthen our position within the baking products and dessert preparations market.”
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