Camil acquires Mabel and provides cookies section to portfolio
The transaction also establishes the licensing of the “Toddy” brand for cookies for a period of 10 years.
THE Camil Alimentos informs that it celebrated with the pepsi a contract for the acquisition of the entirety of CIPA Industrial de Produtos Alimentares and CIPA Nordeste Industrial de Produtos Alimentares, owners of the brand Mabel. The company also purchased the right to use the Toddy brand on cookies. The value was not reported.
In addition to Mabel, the acquired companies manufacture cookies under the Doce Vida, Mirabel, Elbis and Pavesino brands. The industrial units in Aparecida de Goiânia (GO) and Itaporanga D’Ajuda (SE) are part of the transaction, operated by approximately 800 employees. In addition to this acquisition, the transaction also establishes the licensing by Pepsico to Camil of the “Toddy” brand for cookies for a period of 10 years, and the acquisition of the assets that make up the production line of the “Toddy” brand for cookies.
In a material fact sent to the Securities and Exchange Commission (CVM), the company highlights that Mabel is one of the most traditional and renowned cookie brands in Brazil, with sales leadership in donuts in the country and 2nd top of mind brand in cash & carry. The Toddy brand represents the 2nd brand in cookie sales in Brazil, with brand recall above 98% for the consumer. In addition to the main brands, the acquisition also operates with a portfolio of brands designed to meet the price demands of different consumer niches (Doce Vida, Mirabel, Elbis and Pavesino).
“The acquisition reinforces Camil’s geographic expansion strategy for growth in regions that are complementary to its current operations, as well as includes in its portfolio high value-added products, with synergies linked to Camil’s cross-selling business model and scale gains, as well as as well as the complementarity with the pasta businesses recently acquired by the Company”, he emphasizes.
According to Camil, the acquisition, together with the acquisitions made of new categories and countries in 2021, reinforces the strategy of expansion, acquisition and integration of operations and strategic assets to expand the portfolio of brands and products in Latin America. “The diversity of businesses, in addition to reducing risk and increasing structural and cost synergy, allows for gains in scale and greater expertise in different distribution, supply and trade marketing models,” he says.
The closing of the transaction is subject to the verification of the usual conditions precedent for this type of transaction, including the approval of the Administrative Council for Economic Defense (Cade). During the period of analysis of the transaction by the body, the companies will continue to operate independently. According to the company, the transaction is not subject to shareholder approval at Camil’s General Meeting, given that the requirements of article 256 of the Brazilian Corporation Law are not met.
Source: PEGN Magazine