Spanish food group Ebro Puleva has said its €21m (US$23.3m) acquisition of US food giant Kraft Food’s retail rice brands has been given the go-ahead by Germany’s antitrust authorities.
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The proposed sale includes the reis-fit brand marketed in Germany and Austria and ris-fix sold in Denmark, which have combined revenues of over €27m.
When announcing the deal in April, Kraft said the transaction reflects the company’s strategy of focusing on the growth of its leading brands in its core categories.
The reis-fit brand is to be marketed in Germany and Austria by Euryza and the ris-fix brand in Denmark by Boost Nutrition. Euryza and Boost Nutrition are both jointly owned by Ebro Puleva and Texas-based Riviana Foods.
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