Brazilian food company, Camil Alimentos, has agreed to purchase several biscuit brands from PepsiCo Brasil, including the Mabel, Doce Vida, Mirabel, Elbi’s and Pavesino brands.
The acquisition will also include two facilities in Aparecida de Goiânia and Itaporanga D’Ajuda, which bring with them approximately 800 employees. The agreement includes a ten-year licencing contract with PepsiCo to use its Toddy cookie brands and associated production line; however, it does not include ownership of the brand itself. According to the company, Toddy is the second largest cookie brand in Brazil.
Founded in 1953, Mabel is a traditional cookie brand in Brazil, consisting of donuts, crackers, buttered, stuffed and laminated.
Luciano Quartiero, CEO of Camil Alimentos, said: “In just over a year, since July 2021, we have made five acquisitions that have allowed us – in addition to entering new countries such as Ecuador – to expand our business in three different categories with high added value and brands that are recognised by consumers: coffee, pasta and healthy products in Uruguay, with Silcom”.
He continued: “This will be our sixth transaction announced, which includes the company’s entry into the cookies and crackers category in Brazil. The diversity of businesses increases the operating synergy of our business model, allowing for gains in scale and greater expertise in different models of distribution, supplies and trade marketing.”
Terms of the transaction were not disclosed.
© FoodBev Media Ltd 2022
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