Heinz has sold its private label frozen desserts business to focus on growing its core branded ambient and frozen ranges.

The sale to new company PoleStar Foods, for an undisclosed sum, includes the American Dream and Devonshire desserts brands. PoleStar will also produce the WeightWatchers desserts range under licence from Heinz.

More than 500 employees at manufacturing sites in Devon and Leamington Spa will transfer to PoleStar.

“We believe this is a positive development for our private-label desserts business,” said Dave Woodward, president of Heinz UK & Ireland. “The deal allows us to focus our resources on accelerating growth of our core branded business by investing in product quality and taste.”

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Premier Foods and Heinz put frozen food arms up for sale (14 July 2007)