The serious Food Company has completed its purchase of Holland-based fresh juice and smoothie manufacturer Hoogesteger Fresh Specialist.
The deal, for an undisclosed amount, follows the appointment of new chief executive Paul Bates at the beginning of July, the company announced today (23 July).
The company has also announced the proposed sale of its premium desserts business, serious Desserts, which accounts for less than 5% of the group’s GBP80m (US$159.6m) turnover to Noble Foods.
“The acquisition of Hoogesteger further underlines the strategy of the serious Food Company of seeking profitable growth in the category of premium juice and smoothies,” said CEO Paul Bates. “Diversification into new product categories has meant that our juice division, the largest part of our business, has not enjoyed the necessary level of focus or investment over recent years.
“In line with group strategy, the move enables The serious Food Company to focus on growing its premium fruit juice and smoothie business across Europe.”
Hoogesteger will continue to operate as a stand alone business unit, while the serious Food Group will change its name to reflect its fruit juice and smoothie business over the next twelve months.
UK: Serious Food Company acquires smoothie maker: Beverage news & analysis
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