US food giant Kraft Foods has agreed to sell its retail rice business in Germany, Austria and Denmark to Ebro Puleva, a Spanish producer of sugar, dairy and rice products,
The proposed sale, which is subject to approval by the German competition authorities, includes the reis-fit brand marketed in Germany and Austria and ris-fix sold in Denmark, which have combined revenues of over €27m (US$28.9m).
Kraft said the transaction reflects the company’s strategy of focusing on growing its leading brands in its core categories.
Once the deal is approved, the reis-fit brand will be marketed in Germany and Austria by Euryza and the ris-fix brand in Denmark by Boost Nutrition. Euryza and Boost Nutrition are both jointly owned by Ebro Puleva and Texas-based Riviana Foods.
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.
![](/wp-content/themes/goodlife-wp-B2B/assets/images/company-profile-unit.png)
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