Food Giant Announces Acquisition of Mabel Brand Factories to Focus on Developing Its Portfolio in Brazil

Written by Roberta Souza

Published on 23/08/2022 at 15:10

Foto: reprodução camilalimentos.com.br

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Camil, A Giant in the Food Sector, Acquired Mabel’s Factories and Also the Right to Use the Toddy Brand in Cookies. The Purchase Is Part of the Company’s Initiative to Increase Its Portfolio in Brazil

Camil Alimentos announced that it has signed a contract with Pepsico for the purchase of the factories of CIPA Industrial de Produtos Alimentares and CIPA Nordeste Industrial de Produtos Alimentares, owners of the Mabel cookie brand in Brazil. The company also acquired the right to use the Toddy brand for cookies. The purchase price of the factories has not been disclosed.

In addition to Mabel, the companies purchased in Brazil manufacture cookies under the brands Doce Vida, Mirabel, Elbi’s, and Pavesino. The factories of the brands other than Mabel are part of the transaction of the industrial units located in Aparecida de Goiânia (GO) and Itaporanga D’Ajuda (SE), developed by approximately 800 employees.

Along with the acquisition of Mabel’s factories, the transaction also establishes licensing by Pepsico to Camil of the “Toddy” brand for cookies for a period of 10 years, as well as the purchase of the assets that comprise the production line for the “Toddy” brand cookies.

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In an extraordinary fact sent to the Securities and Exchange Commission (CVM), Camil emphasizes that Mabel is one of the most traditional and renowned cookie brands in Brazil, the market leader in donut sales in the country and the 2nd brand in top of mind in cash & carry. The Toddy brand represents the 2nd brand in cookie sales in Brazil, with sales exceeding 98% among consumers.

In addition to the main brands, Camil’s purchase of Mabel’s factories also operates with a portfolio of brands designed to meet the price demands of distinct consumer niches, such as Doce Vida, Mirabel, Elbi’s, and Pavesino.

“The acquisition of Mabel’s factories in Brazil reinforces the geographic expansion strategy for Camil’s growth in regions complementary to current operations, as well as including high-value-added products in the portfolio, with synergies linked to Camil’s cross-selling business model and economies of scale, along with complementarity to the recently acquired pasta business,” it highlights.

According to Camil, the purchase of Mabel’s factories, together with the acquisitions made in new categories and countries in 2021, reinforces the expansion, acquisition, and integration strategy of strategic operations and assets to expand Camil’s portfolio of brands and products in Latin America, especially in Brazil. “The diversity of businesses, in addition to reducing risk and increasing structural and cost synergy, allows for economies of scale and greater expertise in different distribution, supply, and trade marketing models,” it states.

The completion of the Transaction is subject to the verification of customary preconditions for this type of transaction, including approval by the Administrative Council for Economic Defense (Cade). During the review period of the Transaction by the agency, Mabel’s factories and Camil will continue to operate independently.

According to the company, the Transaction is not subject to shareholder approval at Camil’s General Meeting, given that the requirements of Article 256 of the Corporations Law are not met.

Camil’s History in South America

Currently a leader in the rice sales sector, Camil has over 50 years of history. In this half-century, the company has increased its product portfolio and market presence, becoming one of the most important brands in the food sector in South America.

Camil is one of the largest food companies in Brazil and Latin America, with a diversified portfolio of brands in the grains, sugar, and seafood niches.

Additionally, the company holds leading positions in Brazil, Uruguay, Chile, and Peru.

Food Giant Announces Acquisition of Mabel Brand Factories to Focus on Developing Its Portfolio in Brazil

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