Danone separates from Michel and Augustin. The group announced on Wednesday evening its decision to sell the “tate disturbers” brand, created in 2004 and belonging to the agri-food giant since 2016. The French brand of gourmet cookies and recipes without additives is no longer one of the group’s priorities. .agrofood, which says it wants to reorient its portfolio towards its most successful brands.
According to a statement published on Wednesday evening, Danone has entered into “exclusive negotiations” for the “possible sale” of Michel and Augustin to CTH Invest, a Belgian holding company linked to the Italian Ferrero. The amount of the sale, which should become effective in the coming months, has not been communicated, nor has the billing of the cookie and yogurt brand.
Danone had acquired 40% of Michel et Augustin in 2016 and 100% since 2020. On Danone’s part, we explained that the cookie brand has a solid reputation, but not enough to be part of the new strategy implemented by the group since 2022. Danone wants to grow more and rotate its brand portfolio, with a turnover goal of 10% annually. “Cookies are no longer the main target product,” we specify.
Source: BFM TV
