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Ferrero, the Italian confectionery firm, has submitted a bid to buy the Belgian bakery company Delacre, according to reports in Italian newspaper La Stampa, quoted in the wider media.
Reports of talks between Delacre and Ferrero first emerged last month, but these were said to have been played down at the time. Were a deal to go through, it would expand Ferrero’s reach into the biscuit category, outside of its primary interests in chocolate (through brands such as Kinder and Ferrero Rocher) and chocolate spread (via the Nutella brand).
Delacre is currently controlled by Yildiz Holding, the Turkish owner of McVitie’s biscuits and Godiva chocolates. The firm produces a range of traditional Belgian bicuits such as speculoos as well as chocolate-coated shortbread and wafer products, and sells to over 30 countries in North America and Europe.
La Stampa quotes an internal Ferrero document as saying: “This is an opportunity to explore an interesting market where Ferrero currently isn’t active and one in which there is significant potential for growth”.
Source: European Supermarket Magazine / Retail Detail / La Stampa
