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Italian-based gluten free company Dr Schar has announced the acquisition of Beladri, a Brazilian firm that has been producing gluten free products exclusively for 11 years.
According to Giro News, Dr Schar has been studying ways to expand its portfolio in the Brazilian market and Beladri was seen as an opportunity to achieve that goal.
Fernando Menezes, managing director at Dr Schar Brazil said: “Beladri has a product line that complements Schar’s portfolio, and this led us to the acquisition. The deal will allow us to offer domestic brands such as Goiabinha and Sequilho in addition to imported products, with local appeal and competitive prices, improving our customer mix and our offering to consumers”.
Dr Schar said its plan was to keep the Beladri brand active whilst expanding its reach beyond the South and Southeast regions of Brazil, to which distribution has been limited up to now.
“With our distribution network, the brand will be available nationwide as of this month, and with that, Beladri’s sales will represent, at the end of 2019, approximately 15% of Schar’s sales in Brazil”, Mr Menezes added.
The value of the transaction was not disclosed.
Source: Giro News
