Simplot has struck a deal that will see it licence or acquire some of Nestle’s ready meals brands in Australia.
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US-based food group Simplot will acquire the Papa Giuseppi frozen pizza brand, as well as the associated manufacturing facility in Pakenham.
The company said that the plant will become a “cornerstone” ready meals “centre of excellence”, operating as a stand alone business called the Papa Giuseppi Food Company.
Simplot will also manufacture, market and sell under licence the Lean Cuisine and Maggi frozen brands in Australia and New Zealand.
Lean Cuisine and Maggi products will continue to be manufactured at the Pakenham facility.
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By GlobalDataSimplot Australia managing director Terry O’Brien said that the brands were a “sound strategic fit” with the company’s capabilities and capacity.
“We are a leading player in the frozen vegetables, potatoes and seafood categories through our Birds Eye and I&J brands. The licence agreement and relationship with Nestle is extremely exciting for us as it will add tremendous value to our existing frozen foods expertise,” O’Brien said.
Moving into ready meals is a “logical extension” for Simplot that will deliver a “better customer offer” and drive “market efficiencies”, O’Brien added.
Meanwhile, Nestle Australia MD Graham Campbell said that the move represented a “great opportunity to grow the Lean Cuisine brand.
“We look forward to further developing what has become a significant brand within the Healthy Frozen Food sector here in Australia and we are confident that Papa Giuseppi and the balance of Pakenham’s portfolio will contribute strongly to the success of Gippsland Food Company.”
