Moseriet brand to be discountinued, although Hermansen says relaunch not off table

Moseriet brand to be discountinued, although Hermansen says relaunch not off table

Fra Fejø, a Danish supplier of organic baby-food, has snapped up local peer Moseriet amid buoyant sales and a desire to expand its business overseas.

Thomas Hermansen, Fra Fejø's CEO and co-founder, said his company had acquired Moseriet to bolster its position domestically, although the new asset's namesake brand would not be retained for now.

"We decided to buy Moseriet because we want to have the strongest position in the Danish market. We were the only two producing 100% Danish and organic baby food in Denmark," Hermansen said. "We have decided to focus on our own brand. We might relaunch the Moseriet brand in the future, but nothing is decided yet."

The move for Moseriet, struck for an undisclosed sum, is Fra Fejø's first acquisition since Hermansen set up the company in 2017.

Hermansen refused to be drawn on the sales and profits of the two businesses. "Both companies are still young and focused on establishing themselves on the Danish market," he said.

However, he said Fra Fejø had "more than tripled" its turnover in 2020 and "had the best month in our history" in January of this year. " I think Covid-19 actually had a positive effect on our sales," he added.

The bulk of Fra Fejø's business in Denmark, selling into the country's supermarket chains and competing with brands including Semper and Ella's Kitchen.

"We also have a few sellers in Sweden but we are planning to do more business outside Denmark in 2021/2022. We have a focus on China and the Middle East," Harmensen said. "We expect to double our turnover in 2021, compared to 2020."