French group expands in  North America via M&A

French group expands in North America via M&A

French food group Cerelia is expanding its North American footprint with the acquisition of Canadian cookie group English Bay Batter.

Vancouver-based EBB produces cookies, muffins, brownies and other pastries that are distributed in the US and Canada via retail and foodservice channels. The group also recently launched a line of refrigerated dough products. 

Cerelia said the acquisition would accelerate its development in the North American market. "The merger will create an international group able to meet the needs of its historical clients by offering an enlarged range of products through three different distribution channels: retail, in-store bakery and foodservice," Cerelia noted. 

Cerelia insisted the deal will see EBB "further its development" in the US and Canada, supported by "substantial investment plans" focused on innovation and "industrial transformation". The company also plans to use EBB's expertise to broaden its product offering in Europe and Asia. 

"English Bay Batter is a leading player in North America, which is a strategic market for Cerelia. Our two companies' DNAs are comparable in all respects. We are happy to welcome the EBB team, knowing that our group is initiating a new phase of development," Cerelia's CEO, Guillaume Réveilhac, commented. 

Cerelia, a European rolled dough and pancake manufacturer, has been backed by IK Investment Partners since 2015. Financial details of the transaction were not disclosed.