Norwegian food group Rieber & Søn has snapped up United Pancakes, a company that manufactures batter for pancakes and waffles.
The deal, struck for an undisclosed sum, will see Rieber & Søn acquire Pancakes&friends, a brand recently launched in Norway and Sweden. The deal is expected to be completed next month.
“UP possesses a unique process and recipe technology, while Rieber & Søn has resources for flavoring, sales and branding,” Rieber & Søn said today (18 April).
The company added the acquisition was part of plans to expand in the baking category.
“Rieber & Søn will with this acquisition be able to take an early position within chilled and liquid batters, and to develop this category for the benefit of trade and consumers. Our expertise in product development and flavoring gives us the best position to drive growth in this forward-looking category. The acquisition is in line with the group’s increased focus on baking-related products, which is a growth area in the market.”