Lotus Bakeries has acquired Mondelez International’s marketing and distribution rights for the Dinosaurus biscuit brand through its acquisition of Spanish baker Artiach.
The Belgian baker and Spanish food group Nutrexpa jointly acquired Panrico-owned Artiach. Nutrexpa secured the shares and Lotus attained the intellectual property rights for the Dinosaurus children’s brand outside Spain, Portugal, Morocco, Algeria and Mexico.
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Since the end of June 2008 Dinosaurus has been marketed by Mondelez and its forerunner Kraft Foods in Belgium and France under licence from Artiach. The licence agreement runs until the end of June 2013.
Lotus said the acquisition strengthens its poisition in Belgium and France and offers “good opportunities for further internationalisation”.
The company said it is looking at the possibility of investing EUR8m (US$10.3m) to produce the brand at its Lembeke site in Belgium, but that in the meantime, Nutrexpa will carry out production until 2014.
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