Babybel and Boursin producer Bel Group has acquired fruit-based healthy snacking business Mont Blanc-Materne as part of a drive to become more fruit and plant-based.
Part company Bel Group has acquired 100% of the share capital of Mont Blanc-Materne (MOM), which produces snack brands including Mont-Blanc, Materne, Pom’Potes and GoGo Squeez.
The group previously owned 82.5% of the capital of MOM, purchasing the balance from former boss Michel Larroche and the management of MOM.
Bel UK, the UK arm of the wider group, said the expansion of the GoGo Squeez range in the country would “play a central role in evolving healthy fruit-based snacking”.
“The diversification of our portfolio will not only see us grow as a business, but provide our retailer partners with healthy sales opportunities and impactful new promotions,” said Justine de Monès, senior brand manager. ”Reflective of this, exciting plans are in the pipeline for GoGo Squeez this year.
“What’s more, due to our non-HFSS status we’re currently the only kids’ fruit snack brand that can fully optimise this through advertising and multiple touchpoints in store.”
It said the brand’s non-HFSS status would enable the group to put its “marketing expertise behind heavyweight on-pack promotions”.
The group’s efforts to become more fruit and plant-based has seen significant investment in research and the development of innovative new products. Nurishh, Bel’s first fully plant-based range of alternatives to cheese, is already a top three brand just a year after launch. Babybel and Boursin have also launched plant-based alternatives within the past 12 months.
For the wider Bel Group, the acquisition offers Bel “highly complementary sectoral and geographic coverage”, with the aim of strengthening its position in France and the US.
As part of the acquisition, Cécile Béliot, Bel’s CEO, will succeed Michel Larroche as head of the MOM Group. She will be responsible for implementing the strategic orientations that will enable the company to strengthen its position in the healthy snacking market.
Béliot added: “The Bel and MOM groups share the same philosophy: better food can change lives. With leading positions in the most dynamic market segments, I am particularly enthusiastic about this merger with MOM, which has been involved in the great successes of healthy snacking in recent years, and which will contribute to the strategic development of the Bel Group.”
Meanwhile, Bel UK financial accounts for the year to 31 December 2021 showed sales grew to £116.3m from £115.8m during the year on higher sales volumes.
Gross profits were up to £21.8m from £20.4m, but pre-tax profits dipped to £4.0m from £4.4m due to rising costs and fair value adjustments.
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