Based in Nørre Snede, Denmark, Kelsen is a producer of baked snacks that are sold in 85 countries around the world. Its primary brands include Kjeldsens and Royal Dansk.
Kelsen has established distribution networks in markets in Asia, South America, the Middle East and Africa as well as the US. It is a market leader in the assortment segment of the sweet biscuits category in China and Hong Kong, where growth in sweet biscuits is outpacing the growth of the $60bn global sweet biscuits market.
“We are delighted to welcome the Kelsen team to Campbell and to add Kelsen’s distinctive brands to Campbell’s outstanding portfolio of baked snacks, including our Pepperidge Farm cookies and crackers in North America and Arnott’s biscuits in Australia,” said Denise Morrison, Campbell’s president and CEO. “Kelsen will give Campbell a solid platform for growth in baked snacks in China and for the expansion of our international footprint.
“The acquisition of this successful business is another important step in Campbell’s quest to delight new consumers through expansion into higher-growth spaces, including fast-growing emerging markets.”
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