Kraft Heinz purchases Assan Foods in Turkey and Hemmer in Brazil
- Press release
, François-Xavier Branthôme
KHC expands its presence in key growth markets
The Kraft Heinz Company announced on October 4, 2021, that it has completed the purchase of Assan Foods from privately held Turkish conglomerate Kibar Holding. The proposed deal was first announced on June 11, 2021. The acquisition aligns with Kraft Heinz’s international growth strategy focused on taste elevation and foodservice.
Assan Foods, headquartered in Istanbul, is a rapidly growing sauces-focused business with local manufacturing facilities in Balikesir and Izmir, Turkey. Assan Foods has been a certified Kraft Heinz production partner since 2019 and offers Kraft Heinz the opportunity to further build its retail and foodservice businesses across Europe, the Middle East, and Africa.
“Assan Foods makes high-quality sauces and tomato products that we believe fit perfectly into our International Zone’s growth strategy focused on Taste Elevation, and expands our presence in a part of the world that holds tremendous long-term opportunity for our company and our brands,” said Rafa Oliveira, International Zone President at Kraft Heinz. “We’re excited to officially welcome Assan Foods employees to the Kraft Heinz table.”
Assan Foods was established in Balikesir in 1998 as a Kibar Holding investment in the food sector and evolved into one of the top producers in the region. Assan Foods manufactures and sells a wide range of products, including tomato paste, ketchup, mayonnaise, and pasta and meat sauces that appeal to a variety of international cuisines. Its products are sold under brands such as Colorado, Kingtom, and Oba, as well as private label.
Kraft Heinz enters into agreement to acquire Brazilian food company Hemmer
A few days earlier, the company announced that it has entered into an agreement to acquire Companhia Hemmer Indústria e Comércio (“Hemmer”), a Brazilian company focused on condiments and sauces.
According to the company’s press release, the acquisition of Hemmer – a 106-year-old company headquartered in Blumenau, Santa Catarina – is designed to expand consumers’ taste options in Brazil, a priority market for Kraft Heinz Company (KHC), while supporting Kraft Heinz’s strategy of growing its International Taste Elevation product platform and its presence in emerging markets. The completion of this transaction is subject to regulatory approvals by CADE (Brazil’s Administrative Council for Economic Defense).
Hemmer is a centennial factory in Brazil that produces high quality products but does not process tomatoes, working only with tomato paste.
“This acquisition offers us a valuable opportunity to accelerate our international growth strategy centered around Taste Elevation – our portfolio of high-quality products that enhance the taste of food,” said Rafael Oliveira. “Hemmer is a legendary company in Brazil, growing net sales significantly, and will bring a delicious and diverse portfolio of products to Kraft Heinz.”
The combination aims to accelerate the growth of both companies, expanding Kraft Heinz’s presence in Brazil and leveraging its already successful expansion in condiments and sauces. Hemmer will benefit from Kraft Heinz’s distribution network and go-to-market model, including the growing foodservice channel in Brazil.
“In the last few years, Hemmer has been further strengthening itself as a food company synonymous with flavor, quality, and portfolio variety. We are extremely honored by this potential acquisition and the entire expansion potential this negotiation offers by continuing our family history in the region,” said Christian Luef, Hemmer CEO.
ASSAN GIDA SAN. VE TIC. AS
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Kraft Heinz to purchase Assan Foods in Turkey