PepsiCo, the food giant behind Quaker porridge, has sold another brand of breakfast cereal in Denmark.
Danish business Crispy Food has snapped up the rights to the Ota Solygryn brand, which had been part of the PepsiCo portfolio since the US group acquired The Quaker Oats Company in 2001. Ota Solgryn products are marketed in Denmark and Iceland.
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“The sale will enable PepsiCo to focus on developing its strategic brands to ensure long-term sustainable business performance in the Nordics. The deal includes the transfer of the trademark. There will be no transfer of employees or production capacities,” PepsiCo said in a statement.
In January, PepsiCo offloaded Danish breakfast cereal Pama to Nordic food major Orkla, which had been distributing the brand in the country.
Crispy Food is a Danish manufacturer that is part of Denmark-based, family-owned food group Koff. Arla Foods, the European dairy co-op, sold Crispy Food to Koff in 2007.
In its own statement, Crispy Food said it was a “strong Danish player within breakfast” through its joint sales organisation with Nakskov Mill Foods, a sister company under the Koff umbrella.
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By GlobalDataChristian Bring, the CEO of Crispy Food and Nakskov Mill Foods, said: “It is difficult to find stronger Danish brands than Solgryn and strategically it fits perfectly with our other breakfast products.”
