2023-12-06 17:31:03
The French brand of biscuits and yogurts Michel et Augustin is not part of the new strategy implemented by Danone since 2022. The group has entered into exclusive negotiations with the Italian Ferrero for this sale.
Danone separates from Michel and Augustin. The group announced Wednesday evening its decision to sell the “taste troublemakers” brand, created in 2004 and in the fold of the agri-food giant since 2016. The French brand of biscuits and gourmet recipes without additives is no longer one of the group’s priorities. agrifood, which says it wants to refocus its portfolio on its most successful brands.
According to a press release published Wednesday evening, Danone entered “in exclusive negotiations” for the “potential sale” of Michel and Augustin to CTH Invest, a Belgian holding company linked to the Italian Ferrero. The amount of the sale, which should be effective in the coming months, has not been communicated, as has the turnover of the brand of biscuits and yogurts.
Danone had acquired 40% of Michel et Augustin in 2016 and 100% since 2020. On Danone’s side, we explain that the biscuit brand has a strong reputation but not enough to be part of the new strategy put in place by the group since 2022. Danone wants more growth and rotation of its brand portfolio, with a target of 10% turnover per year. “Biscuits are no longer core target products,” we specify.
By Hélène Cornet, with Clément Lesaffre
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