Arla Foods has reached an agreement with Mondelēz International, Inc. to buy its Kraft-branded Cheese Business in the Middle East and Africa (MEA). The deal includes all Kraft-branded cheese products in the MEA markets except for Philadelphia brand cream cheese and Jocca brand cottage cheese, which will remain under Mondelēz ownership. Also included is the cheese manufacturing facility located in Bahrain.
EVP and President (Asia Pacific, Middle East, and Africa) for Mondelēz International, Maurizio Brusadelli, commented on the deal, “We're very proud to have been the custodians of the Kraft Cheese brand in recent years. Our talented teams have been instrumental to the success of our Cheese business in this region, and I am confident that they will continue contributing their significant expertise under new owners. The time is right for the brand to take the next step in its journey and we are very happy to hand over this successful business to Arla Foods."
Financial details of the sale have not, and according to a press release, will not, be disclosed. However, the sale allows Mondelēz to focus on its recently announced plan to focus on its faster-growing snack categories which include the company core offerings of chocolate, biscuits, and gum and candy.
Brusadelli explains company plans moving forward, mentioning “We are very happy with our investments in Bahrain. Our recently inaugurated state-of-the-art Biscuits factory will continue serving local and export markets, and we will now also produce our beloved Tang powdered beverages in this plant.”
Executive VP of Arla Foods, Tim Ørting Jørgensen, commented on the acquisition expressing, "We are pleased to welcome this successful business into the Arla family. We have an established and growing business in the Middle East and know our consumers and customers well in this part of the world.
"As such, this deal is an excellent strategic fit for us as it enables us to both expand our branded presence in the cheese category and secure the local production capacity we have been looking for to continue to grow our business,” Jørgensen added.
Deli Market News congratulates Arla Foods on its latest acquisition, and wishes Mondelēz the best in their new focus on snack foods. For the most up-to-date industry news, keep reading us here.