Ad van Geloven makes Mora move

By Peter Stiff

- Last updated on GMT

Related tags: Netherlands, Unilever

Ad van Geloven, the Dutch food group, has reached a final agreement
with Unilever to acquire snack business Mora for an undisclosed
fee.

Food companies are consolidating operations or selling off unprofitable businesses across Europe in a bid to counteract the effects of growing retailer power, declining margins and high input costs.

Ad van Geloven acquisition of Mora will strengthen the company's position in the retail channel, where 75 per cent of snack and confectionery products are sold in the Netherlands.

The acquisition will include Mora's brands, manufacturing facilities and its marketing operations within Unilever.

Ad van Geloven's purchase follows its 2002 acquisition of the Van Lieshout snack brand, also from Unilever.

Dutch business Mora has an annual turnover of around €100m and employs 600 people across its two production sites in Maastricht and in Mol.

Unilever's intention to sell Mora was made public in September last year and in December it was announced discussions with Ad van Geloven had begun.

The Dutch snack and confectionery market is worth €2.8bn and represents about nine per cent of total spending on food and drinks, according to a recent GAIN report.

Biscuits and cakes represent the biggest sector of the Dutch market, worth €876m in 2005.

Sugar confectionery is the second biggest segment, followed by savoury snacks and chocolate confectionery.

Gain's report also highlighted that the Netherlands is similar to other European markets, with a growing demand for sugar free products, smaller portion sizes and an awareness of obesity.

Founded in 1960 Ad van Geloven operates in both the food service and retail sectors, with five key brands.

Related topics: Ingredients

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