German food group Dr. Oetker has acquired the Imperial brand of baking and pudding mixes from Spain’s GB Foods.

Originating from Belgium in 1928, Imperial products are made locally and sold into retail and foodservice in Europe, including in Luxembourg, the Netherlands and France. The portfolio features pudding mixes, baking flours and powders, and toppings such as caramel sauce.

Imperial later came under the ownership of Continental Foods, a business set up by CVC Capital Partners when it acquired assets from Campbell Soup Co. in 2013. In 2019, the private-equity firm sold Continental Foods to Barcelona-based GB Foods.

Family-owned Dr. Oetker did not reveal the price it paid for the brand, a deal that closed on 1 March. The company did not wish to provide any more details on the transaction when contacted by Just Food nor on its current business presence in Belgium.

Dr. Oetker’s website says a Belgium subsidiary was set up in 1929, supplying frozen pizza and baked goods to retail customers.

In a joint statement from the respective parties, Dr. Oetker said: “This arrival is perfectly in line with the growth strategy of our family group and is a logical addition to our existing Belgian portfolio. With the acquisition of Imperial, we will significantly strengthen our market position in baked goods and dessert mixes.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData

GB Foods, meanwhile, said it has sold the Imperial brand to “focus more on strategically important categories”.

The Spanish company supplies sauces, ready meals, pasta and rice, soups, flavourings and tea, according to its website. GB Foods will retain the Imperial facility in Puurs, Antwerp, post-deal with Dr. Oetker.