Kraft Foods’ global snacks spin-off Mondelez has acquired Italian biscuit business Vitasnella from Danone.
Kraft had previously been producing the brand under-license after it snapped up Danone’s biscuit business in 2007 around €5.3bn ($6.9bn). Danone's biscuit portfolio includes brands such as Tuc and Lufor.
Under the new deal, Mondelez gains ownership of Vitasnella's biscuit and snack products while Danone keeps its dairy operations including yoghurt and cheeses.
‘More flexibility’ for Mondelez
Stefano Robba, director of corporate affairs for Mondelez in Italy, told ConfectioneryNews.com that the deal gave Mondelez “more flexibility, no need to renew the license agreement time by time and more focus to develop the brand in the biscuits and snack category”.
Robba said there was no need for Mondelez to acquire additional facilities through the deal as the company was already producing Vitasnella goods.
“The products are manufactured in facilities of Mondelez International depending on the product, for example, biscuits and crackers in Italy (Capriata d'Orba plant) and some snacks in France and Portugal,” he said.
Italian biscuit deal
Vitasnella’s low fat biscuit range will join Mondelez's wider portfolio that includes big selling brands such as Oreo and Lu.
Asked how Mondelez will grow the Vitasnella business, Robba said: “We will continue to develop the brand according to the current plans, as said the brand was already in license. This deal is mainly related to Italy.”
Financial details of the transaction were withheld.