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Michel & Augustin passes from Danone to Ferrero

2023-12-06T18:36:55.340Z

Highlights: Michel & Augustin passes from Danone to Ferrero. This transfer of the brand is symbolic. The Danone group wants to refocus on its core business: yoghurts, mineral waters, infant and medical nutrition. At Ferrero, the brand will coexist with Nutella, Kinder, Mon Chéri and Rocher, as well as Belgian Delacre biscuits and Danish Kelsen. A change of culture and atmosphere is in prospect for the "troublemakers of taste".


This transfer of the brand is symbolic. The Danone group wants to refocus on its core business: yoghurts, mineral waters, infant and medical nutrition.


Michel & Augustin's chocolate mousses, crackers and biscuits go under the Italian flag. The trendy, high-end brand, which was acquired by Danone in 2019, is sold to Ferrero. "This announcement demonstrates Danone's desire to more actively manage its portfolio rotation," said the French food giant. "Michel et Augustin is a very popular brand," continues Juergen Esser, Deputy CEO of the group, "but it does not correspond to the investment priorities defined by our Renew Danone strategy.

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Danone, which has been headed by Antoine de Saint-Affrique for the past two years, wants to refocus on its core business: yoghurts, mineral waters, infant and medical nutrition. The sale of Michel & Augustin is symbolic. The brand was acquired during the time of the group's former CEO, Emmanuel Faber, in several stages. In 2016, he bought the shares held by Artémis - the Pinault family's holding company - via the Danone Manifesto fund - and committed to gradually increasing his stake in the SME.

A cohabitation with Nutella, Kinder, Mon Cheri and Rocher

A new era is opening for the brand created in 2004 by Augustin Paluel-Marmont and Michel de Rovira, two childhood friends who left the company in recent years. After having been a pioneer in healthy and gourmet snacking, notably at Monoprix, it has seen competition strengthen. Michel & Augustin's turnover is estimated at "several tens of millions of euros", achieved in France and six other European countries. At Ferrero, the brand will coexist with Nutella, Kinder, Mon Chéri and Rocher, as well as Belgian Delacre biscuits and Danish Kelsen. A change of culture and atmosphere is in prospect for the "troublemakers of taste".

Source: lefigaro

All business articles on 2023-12-06

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