Anglo-Dutch consumer goods giant Unilever is aiming to take a majority 75% stake in Romanian food company Good People, which sells products under the FruFru brand.

Under the FruFru brand, Good People makes fruit- and vegetable-based, better-for-you convenience products.

Unilever’s move was revealed in a filing sent to the Bucharest Stock Exchange.

FruFru was founded in 2006 by Mihai Simiuc, who will, if the deal is successfully completed, keep his minority stake of 25%, while the other investors (Sergiu Negut, Philip Hausmaninger, Johann Heubach, Maria Brujan, Marius Gavril) will exit the company.

Last year, Unilever bought Romanian ice cream maker Betty Ice. 

As with that deal, the successful completion of the Good People deal is dependent on the approval of the country’s Competition Council. The owner of brands including Colman’s mustard and Ben & Jerry’s ice cream was forced to sell assets in the country to secure the Betty Ice deal.

The proposed transaction price has not been made public at this stage.

In a statement, Unilever’s Romanian arm told just-food: “Unilever is very excited to partner with and invest in FruFru, a beloved local foods business. The values and mission of FruFru will remain unchanged, and Mihai Simiuc, will continue to lead the business while drawing on Unilever’s experience and expertise. The agreement is subject to regulatory approval by the Romanian competition authorities. For the moment we cannot share any information.”

FruFru products are sold through Romanian grocers including Mega Image.