Kraft Heinz has reportedly said the US food giant intends to retain its Italy-based baby food brand Plasmon.

The company had been reviewing the future of its Italian baby food business, which comprises Plasmon and smaller labels Nipiol, Cuore di Natura and Dieterba, but news agency Reuters reports that any plans to sell the unit off have been shelved.

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
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

It quoted the company’s general manager, Felipe Della Negra, as saying it plans to leverage its ‘made in Italy’ credentials to expand the brand abroad.

“The review has shown that Plasmon and the whole baby food business have growth potential to be exploited,” he told Reuters.

It reports Della Negra as saying the group plans to expand in promising markets such as China.

Plasmon sells a range of products including first milk, infant biscuits, homogenised baby food, pasta and fruit compote for babies.

In July, it was reported that Kraft Heinz had paused plans to sell Plasmon and dairy business Blackstone’s after lukewarm interest from suitors.

The potential disposals were linked to financial problems at the American firm. In February, it booked a huge US$12.6bn fourth-quarter loss on the back of a $15.4bn write-down of assets.

just-food has asked Kraft Heinz for confirmation of the Reuters story.