Soup maker Baxters Food Group has snapped up Fray Bentos, the brand UK food and drink firm Princes had to offload to secure the purchase of Premier Foods plc’s canned food operations.
Baxters announced the deal, struck for an undisclosed sum, today (18 November). Chairman Audrey Baxter said the company had “many exciting ideas” to revitalise the Fray Bentos brand, perhaps best known for its range of canned pies.
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Baxter said: “Like Baxters, Fray Bentos is a heritage brand and is known the length and breadth of the country holding a special place in the hearts of British consumers both young and old.”
Reflecting on Baxters’ presence in markets like Australia, Canada and Poland, she argued Fray Bentos provided “an array of opportunities” for the company to further expand in the UK and overseas.
Princes secured the acquisition of Premier’s canned food operations this summer after it agreed to a request from the Office of Fair Trading to sell the Fray Bentos brand.
Baxter said production of Fray Bentos would switch to its facility in the Scottish town of Fochabers. She said Baxters planned a “substantial investment programme” to ensure the plant could make the Fray Bentos range.
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