Nutrexpa will take over the shares of this Spanish biscuit manufacturer and Lotus Bakeries will acquire the intellectual property rights to the Dinosaurus children’s concept outside Spain, Portugal, Morocco, Algeria and Mexico.
The transactions are conditional upon clearance from the antitrust authorities.
Since the end of June 2008 Dinosaurus has been successfully marketed by a third party brand manufacturer in Belgium and France under licence from Artiach. Sales (at consumer prices) in these two countries together are currently around €18m.
The licence agreement between this third party brand manufacturer and Artiach runs until end-June 2013. Thereafter the Dinosaurus concept will be marketed under the Lotus brand.
This purchase will serve to strengthen Lotus Bakeries’ position in its Belgian and French home markets. Dinosaurus is currently, after the Lotus Frangipane, the best rotating biscuit in Belgium in number of units sold.
Source: Lotus Bakeries
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