Wessanen has sold its organic wholesale business Natudis, Kroon and Hagor to Dutch wholesaler Vroegop Ruhe & Co.
Announcing the sale, Wessanen said the move was “in line” with its strategy to focus on building its own brands targeting the “healthy and sustainable” market in Europe.
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The maker of Kallo rice cakes and Whole Earth peanut butter is selling off non-core assets while expanding in the natural and organic arena. Last month, the company said it was looking to dispose its frozen snack arm, Izico.
Financial terms of the transaction were not disclosed. The deal remains subject to approval from the Dutch competition authority.
