The European Commission has approved Hero’s acquisition of the Bledina infant nutrition licences in Belgium and the Netherlands from Danone.

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EU competition authorities had required Danone to divest its Bledina business in Belgium and the Netherlands as a condition of the French food group’s acquisition of Royal Numico in November 2007.


Under the deal, Switzerland’s Hero has been granted a five-year licence to use the Bledina brand in Belgium and the Netherlands.


“We expect to drive considerable growth in this important market,” a spokesperson for Hero told just-food.


Stefan Heidenreich, Hero’s CEO, added: “Bledina has a strong number two position in Belgium. This transaction represents another important step in Hero’s continuing development as an international infant-nutrition player.”

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The deal was initially announced at the beginning of last month (7 May). 

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