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In a move to streamline its operations and enhance focus on core product lines, Kraft Heinz has announced an agreement to sell its Italian infant and speciality food business to NewPrinces, a player in the European food and beverage sector.

The sale includes several well-established brands, notably the infant food lines Plasmon, Nipiol and Dieterba, alongside speciality products such as Aproten and Biaglut. Additionally, Kraft Heinz will transfer ownership of its production facility located in Latina, Italy, which is responsible for producing approximately 1.8 billion biscuits annually for the Plasmon brand.

Willem Brandt, president of Europe and Pacific developed markets at Kraft Heinz, highlighted that this divestiture aligns with the company's broader strategy to focus on its Accelerate platforms, which feature flagship products like Heinz Tomato Ketchup and various culinary sauces.

Brandt noted: “This marks an important milestone in driving our strategy across Europe and the Pacific, enabling us to fuel investment and growth in our core areas, and enhance focus on our Accelerate platforms. It’s a great example of how we’re intentionally and proactively managing our portfolio to accelerate organic growth and drive sustainable, long-term value.”

Kraft Heinz has been experiencing consistent growth in its Heinz brand across both retail and food service channels in Italy, particularly within the Taste Elevation category. The divestiture is seen as a strategic effort to concentrate resources on these high-growth areas.

NewPrinces Group, formerly known as Newlat Food, has established itself as a significant entity in the food and beverage market, especially in specialised nutrition. The rebranding followed its acquisition of Princes Limited in 2024, and it now boasts a diverse portfolio that includes well-known brands such as Princes, Napolina and Delverde.

“I'm confident this portfolio of iconic brands will thrive in the capable hands of the NewPrinces Group – a market leader in the food and beverage industry, including in specialised nutrition, with a strong Italian heritage and ambitious growth plans,” added Carmela Bazzarelli, managing director of Kraft Heinz Italia. “We remain committed to Italy and growing our iconic Heinz brand across the country.”

As part of the transition, Kraft Heinz is initiating a mandatory consultation period with local unions in Italy, ensuring that employee interests are addressed during this change in ownership.

The transaction is anticipated to close by the end of 2025, pending regulatory approvals.

Image credit: Kraft Heinz