Fri, 06 Jun 2014 | DIVISION SALE
Jordans and Ryvita food brands owner, Associated British Foods (ABF), is set to purchase Dorset Cereals in a deal thought to be worth £50 million.
ABF, which also owns the Primark retail chain, was in the running for the upmarket cereal brand against rivals Kellogg’s and Weetabix.
A spokesperson for ABF said: “We can confirm that The Jordans & Ryvita Company, part of Associated British Foods, has reached an agreement to purchase the Dorset Cereals brand form Wellness Foods, subject to regulatory approval.
“Until the acquisition has been cleared by the regulatory authorities, Dorset Cereals will continue to operate as a part of Wellness Foods, and it is inappropriate for us to comment further at this stage.”
Dorset Cereal's owner Wellness Foods, is based in Surrey and is a subsidiary of Erbrium Capital Partners. Pending clearance by regulators, the £40 million turnover business will remain with Wellness Foods.
Established 26 years ago by entrepreneur Terry Crabb, he sold the cereal-making firm on to Wellness in 2008. The Dorset Cereal factory in Poundbury, Dorset will be retained if the sale is approved.
While the mainstream cereal market in Britain has been slowing down, Dorset Cereals has managed to tap in to the growing demand for healthy breakfasts, based on oats and muesli for instance. ABF’s Jordans, which features a granola cereal is also benefiting from this shift.
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