The Italian Lavazza Group said it had sent an offer Wednesday to the Koninklijke Douwe Egberts Group, for the acquisition of the brand Carte Noire, very present in France. According to the newspaper site Les Echos, that presents the case as already concluded, this amount would be 800 million euros.
The proposed transaction include “assets related to the brand Carte Noire in the European Economic Area (EEA), with the exception of instant coffee, T-Discs (pods), and activities the professional range, “said Lavazza in a statement. The Italian roaster does not reveal the amount of its offer. To believe Les Echos, the acquisition of the brand Carte Noire would already concluded “to just under 800 million euros.”
The French, 4th coffee consumers
Lavazza noted for his part that the transaction is subject “to information and consultation with employee representatives and concerned the approval of the European Commission and the French competition authority. ” The sale of Carte Noire aims to meet the requirements of the European Commission on competition in the merger of US agribusiness Mondelez and Dutch Douwe Egberts Master Blenders (demb) announced in 2014.
Carte Noire represents 20% market share in France. Additionally, the Hexagon is the fourth coffee consumer in the world and second in Europe, according Lavazza. For the seventh world coffee roaster, there would thus be a “strategic acquisition” allowing him to “make a significant step forward to become a global company.” To survive in the global market, the group is expected to reach $ 2 billion in turnover, 70% of its sales outside of Italy, as his vice president. Today, 50% of its sales are made abroad.
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