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February 15, 2022

Investor-backed Assisi Pet Care snaps up Poland’s Maced under “buy-and-build” strategy

Assisi has also struck deals for Hollings and Town and Country Petfoods in the past two years.

By Simon Harvey

Investor-backed Assisi Pet Care in the UK has snapped up Poland-based Maced, a manufacturer of air-dried dog snacks.

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Family-run Maced, which supplies retailers with its own brands and private label in the European Union, the US and Russia, becomes the latest acquisition for Nottingham-headquartered Assisi.

Assisi CEO Peter Mangion set up the business in 2020 in a “buy-and-build” joint venture with Harwood Private Equity in London. It has since gone on to acquire UK-based Hollings Ltd. (2020), a supplier of natural dog treats, and another UK firm, Town and Country Petfoods (2021), which makes cat and dog foods and snacks under the Hi-Life brand.

Mangion said in a LinkedIn posting the deal for Poznań-based Maced takes Assisi’s revenues to around EUR60m (US$68.1m) with an employee headcount of 300 spread across five facilities.

“Maced is a leading supplier of natural dog treats to the European market, with significant market shares in Poland and Germany. Along with its existing UK market share, this transaction means that Assisi is now a major player in Europe’s three-biggest markets for companion dogs,” Mangion said.

The wet and dry dog-food market in western and eastern Europe was worth $8.9bn in 2021 and is forecast to grow to $9.4bn this year, according to figures compiled by GlobalData. Chews and treats were valued at $2.1bn and are expected to reach $2.2bn in 2022, based on separate data.

The Polish business was set up in 1993 and has been a major supplier to Hollings “for more than 20 years”, according to a separate statement.

Crescent Capital Group, an investment firm in Los Angeles, has provided an undisclosed amount of financing, partly to fund the Maced deal.

Through its “European Specialty Lending strategy”, Crescent has “provided financing to support Harwood Private Equity’s refinancing of Assisi”, the statement read, adding the “financing package includes a sizeable acquisition facility to enable Assisi to continue its acquisitive growth strategy”.

Christine Vanden Beukel, a managing director and head of Crescent’s European Specialty Lending strategy, said: “As a result of the transaction and with Crescent’s financing support, Assisi Pet Care will be able to gain more control over its manufacturing process and further increase the company’s geographical diversification and coverage across all major European pet-food markets.

“Crescent specialises in working with forward-thinking sponsors like Harwood on innovative financing transactions to support the growth of their portfolio companies.”

For cat food, the dry segment was valued at $6.7bn last year and is forecast to increase to $7.1bn in 2022, figures from GlobalData, Just Food’s parent company, show. Wet cat food sales were valued at $8.2bn and are expected to climb to $8.6bn this year.

Pet food is “hot” for food industry deal-making in 2022 – M&A advisers talk the year ahead

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
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  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
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