The transaction, which is expected to close by the end of fiscal 2022, includes General Mills branded and private label dough business in Germany, the UK, and Ireland, including the Knack & Back and Jus-Rol brands.

According to a statement released by the company, the sale is part of the General Mills Accelerate strategy centered on clear priorities on where to play – across geographies as well as platforms and brands – to drive long-term, superior shareholder returns.  Internationally, the strategy includes efforts to reshape the company’s portfolio for sustainable, profitable growth by increasing its focus on advantaged global platforms.

General Mill’s portfolio of brands includes Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Annie’s, Wanchai Ferry, and Yoki.

Source: General Mills

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Cerelia is a leading manufacturer of fresh, ready-to-bake dough for pie and pizza and ready to heat pancakes, crepes, and cookies, whilst US Waffle specialises in premium pancakes and waffles.

The acquisition comes after the company acquired Wewalka’s North American pizza dough business, both purchases aiming to accelerate expansion in North America.

Walter Kluit, Cerelia’s co-CEO said: “By leveraging Cerelia’s entrepreneurial spirit, industrial technology, and experienced team, we plan to introduce new, innovative products and extend our presence in new channels and territories”.

Christopher Sand, managing director at Ardian Buyout, said: “US Waffle provides an entry point into the attractive breakfast category, where we will leverage Cerelia’s European expertise and technologies in pancake and waffle production. The US Waffle transaction both solidifies our strategic roadmap and underscores the strength of our partnership with the Cerelia team”.

Source: FoodBev

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Founded in 1983, English Bay Batter is a manufacturer of chilled frozen and ready to bake products, including cookies and muffins.

Cerelia is a specialist in chilled and frozen home dough including pie dough, pizza dough, pastry dough, cookie dough, crepes, pancakes, pastry sheets and filo pastry, and operates in 22 countries both through private label and manufacturer brands such as Croustipate, Pop Bakery, Amicuccina, Jan, Abracadeborah and Creapan.

Cerelia CEO Guillaume Réveilhac commented: “English Bay Batter is a leading player in North America, which is a strategic market for Cerelia. Our two companies’ DNAs are comparable in all respects. We are happy to welcome the EBB team, knowing that our group is initiating a new phase of development”.

Sources: Cerelia

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