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May 29, 2019

Mademoiselle Desserts invests in Delices des 7 Vallees pastry line

Mademoiselle Desserts is investing in a new production line at a facility in northern France acquired through an M&A deal.

By Dean Best

Mademoiselle Desserts is investing in a new production line at a facility in northern France acquired through the frozen bakery specialist’s purchase of Délices des 7 Vallées.

Délices des 7 Vallées (D7V) manufactures French-style pastries such as mini beignets, muffins, tropéziennes, savoury rolls and Christmas coquilles and was bought by Mademoiselle Desserts last year for an undisclosed sum. 

Amid increased demand for beignets – deep fried choux pastries – the company is investing EUR6m (US$6.6m) at the plant in the town of Tincques, Pas-de-Calais, one of two factories acquired through Délices des 7 Vallées.  

“Since then, the companies have worked together to storm the mini beignets market and have witnessed a real appetite for the product both in France and abroad,” including in the UK and the US, Mademoiselle Desserts said in a statement.

Given the rising demand for mini beignets, Mademoiselle Desserts is also considering investing in an additional production line.

“With its strong local impact and its partnerships with flagship brands such as Nutella [owned by Ferrero], D7V is expecting this new line to make the site a centre of beignet production and further strengthen its know-how, while contributing to the economic development of the region,” according to the statement. 

D7V generated turnover of EUR68m last year and employs 400 staff, Mademoiselle Desserts said.

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