Findus Group is aiming to become the dominant brand in the Spanish frozen market after completing deals for frozen vegetable brand Frudesa and Salto, a ready-meal brand, from Bonduelle.
The company said it would grow the ready meal and vegetable categories with increased investment in innovation and marketing. Combined with its new buys, Findus now leads both categories with 24% of the frozen vegetables market and 14% of ready meals.
The company is also taking back responsibility for the sales and marketing of the Findus brand in Spain, which was licensed to Ardo in 2005. The business will be based in Navarra and will include both the Bonduelle and Ardo teams.
The deal obtained regulatory clearance earlier this month.
“There is significant scope for growth in vegetables, ready-meals and the frozen category as a whole in Spain, Europe’s fifth largest frozen market,” said Findus chief executive Chris Britton.
“We’re looking forward to driving innovation, growing our presence, re-investing in our brands and inspiring our consumers in Spain.”
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