Caramel, Krema, Malabar poised to become French? – Point

The famous and indestructible Carambar jokes, he spent several years ago in the bosom of the American Mondelēz, could return shortly under the French flag with the acquisition of ten confectionery brands by the investment company Eurazeo. Eurazeo announced Thursday hold “exclusive discussions” with the US group Mondelēz to redeem a gift basket of more than a dozen iconic names of the European confectionery: Carambar addition, these are brands Poulain, Krema, The Pie Qui Chante and Terry’s, as well as licenses pastilles Vichy, chewing gums Malabar and Suchard Rochers.

under the agreement, a “new group” would be created combining the marks and “five production sites in France,” Blois located in Marcq-en-Baroeul, Saint Genest, in Strasbourg and Vichy. Marcq-en Baroeul, in the North, is the birthplace of Carambar hard caramel sticks to the exclusive recipe, packaged in pink and yellow in Toto jokes since 1954. Although they reached more than age because, the famous sweets remain on top of the legend of “bonbecs” and memories of childhood, as was demonstrated in 2013 their April Fool smoking: at the instigation of a marketing agency, the brand had announced the end of jokes for the benefit of small educational quiz. A press release explaining even carefully designed to support education, “we learn better by eating” …

“Thousands of evidence of love”

the consternation and uproar raised by the announcement, until a petition of 180 employees confectionery Marcq-en-Baroeul on Facebook and sorry comments in most major TV shows, had caught up ‘to its designers. As for Carambar candy, she explained she wanted to “give a boost to its brand” and have received back “thousands of proofs of love” consumer activist for saving more than achieved Objective jokes … . Is that Carambar, passed successively into the hands of the French group Danone and Cadbury British and American Kraft (which was split in 2012 Mondelēz) belongs whatever his passport to the national heritage through the playground .

the potential transaction amount was not specified by Eurazeo, but according to the business daily Les Echos , this operation would reach $ 250 million . Eurazeo, according to Les Echos would beat several competitors for this recovery, the European investment fund PAI and the German group Katjes, owner of Franco-Belgian confectioner Lutti. Virginie Morgon, Executive Director of Eurazeo, quoted in the press release of the company, stresses the “unique opportunity to revitalize and develop this legendary brand portfolio” and provides with this new group, to be “an attractive platform for other fine brands. “

After the repurchase agreement officially, it must be approved by the French competition authorities and the completion of the transaction will occur later in spring 2017 , said Eurazeo. Eurazeo is a leading listed investment companies in Europe, and manages approximately EUR 5 billion of assets. It is found in very many areas, hotel real estate, fashion and food. She is the controlling shareholder or group of such reference qu’AccorHotels, Desigual, Elis, Europcar, Foncia and Moncler and was long the largest shareholder in Danone.