Kraft Foods International is pleased to announce that it has acquired Societe des Cafes Ennasr, the leading producer and marketer of roast and ground coffee in Morocco. Terms of the transaction were not disclosed.
Societe des Cafes Ennasr is a privately held company that manufactures well-known Moroccan coffee brands including Samar and Gaouar. In 2000, Societe Des Cafes Ennasr had a nearly 25% share of Morocco’s estimated $100 million packaged coffee market. The company’s production facility and distribution center are based in Casablanca.
“Samar and Gaouar are the premier coffee brands in the Moroccan coffee market. With these brands, we are well-positioned to develop this market and gain a strong foothold in the growing beverage business in North Africa,” said Frank Rosa, Kraft Foods International Area Vice President — Middle East, Africa and Turkey. “This acquisition continues Kraft Foods International’s strategy of geographic expansion in our core categories. We are extremely excited about these additions to our portfolio, and with the overall quality of the products and the organization that we are acquiring.”
Societe des Cafes Ennasr will be integrated into Kraft Foods International, part of Kraft Foods, the global food business of Philip Morris Companies Inc. Kraft Foods is a global leader in coffee with renowned brand names such as Jacobs, Maxwell House, Carte Noire, Jacques Vabre and Gevalia.
In addition to its coffee business, Kraft Foods International manufactures and sells a strong portfolio of food and beverage products in over 140 countries under well-established brand names such Milka, Cote d’Or, Toblerone and Terry’s chocolates; Kraft and Philadelphia cheeses; Tang powdered beverages; and OREO, Ritz and Club Social biscuits. Kraft Foods International has operations in Europe, the Middle East and Africa, Latin America and Asia Pacific.