German pretzel chain Ditsch has taken a foothold in the British market, announcing it will acquire long-time UK partner WorldBake to “position pretzels as a versatile, on-trend snack” in the UK and Ireland.
After nearly two decades of working with Ditsch, WorldBake’s team will transfer to a new company set up by Ditsch to take on WorldBake’s assets, client list and staff by the end of October. The new company will be taking orders from 1 November.
The new frozen foodservice company, Ditsch UK, will “operate as a standalone business while retaining all established processes and customer relationships”, Ditsch said.
Ditsch – itself owned by Swiss foodservice giant Valora – will assemble a dedicated UK sales and marketing team this autumn to push WorldBake’s portfolio of European-inspired baked goods.
“We’re excited to take this next step in the UK,” says Seb Gooding, CEO of the B2B division of the Valora Group. “Combining our expertise and local knowledge allows us to bring even more pretzel innovation to British and Irish customers.”
Post-acquisition, Ditsch will introduce a number of new products to its UK arm, including pretzel croissants, pretzel burger buns, and pretzel bites.
“I’m truly excited about the innovation and opportunities this merger brings,” added Ditsch UK MD Peter Hedges.
“Combining the strength of Ditsch with the experience of our UK team will allow us to introduce new ideas, new products and even better service for our customers.”
Founded in 1919, Ditsch sells premium frozen pretzel and pizza snacks in over 35 countries to the foodservice industry, wholesalers and retailers.
No comments yet