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.
______________________________________________________________________
Related information:
Search for businesses for sale
For sale is a long-established tree surgery and arboricultural services business with an excellent reputation, serving both domestic and commercial sectors across Southern England, including the Home Counties and London.
An opportunity has arisen to acquire a mechanical engineering company specialising in the Water Industry. Benefitting from over 3 decades of trading, this business has built a solid and long standing client base comprised of prominent UK utility comp...
An opportunity has arisen to acquire a reputable IT support and development services provider with a UK-wide client base and a proven record for innovation and resilience in the constantly evolving IT sector. Throughout its 25+ year trading history,...
Please choose your settings for this site below. For more information please read our Cookie Policy
These cookies are necessary for our website to function properly and provide you with access to all features.
These are analytics cookies that help us to improve the way our website works.
These are used to improve the functional performance of the website and make it easier for you to use.