Berlin-based plant-based food retailer Veganz has strengthened its position in the market by purchasing “significant parts” of the cheese alternatives producer Happy Cheeze.
Happy Cheeze, formerly known as Dr. Mannah, initiated insolvency proceedings earlier this year.
Veganz is set to assume the brand’s collection of 13 products, encompassing various flavored vegan cheese spreads, as well as alternatives to parmesan and camembert.
The retailer will additionally acquire the brand’s 1,000m2 production facility located in Cuxhaven, Lower Saxony.
When questioned, Veganz CFO Massimo Garau opted not to disclose the exact amount of the acquisition.
In a statement on the company’s website, Veganz said it plans to boost Happy Cheeze’s “production range, distribution channels and production capacities”.
Garau said, “The acquisition of the manufacturing site gives us new capacity and the possibility to further expand in the future.
“The brand is a natural complement to ours and even if it is too early to comment on new products, we definitely see it as a strategic segment where we want to expand further.”
Until this point, Happy Cheeze products were available through online channels, as well as in organic shops and international retail outlets, such as Whole Foods in the UK, and Naturalia Vegan and Mon Epicerie Paris in France.
The brand also manufactures private-label plant-based cheeses for various retailers.
According to Garau, one of the motivations behind the acquisition is to “establish a presence” in some of the distribution channels previously utilized by Happy Cheeze.
“We believe we can leverage on this competence and sell also our other products in the same channels.
“From a geographic point of view, we are concentrating on Germany and the DACH region [which includes Austria and Switzerland] at first, but we will certainly continue to analyse options for expanding in other countries.”
The impact on the number of jobs at Happy Cheeze’s Cuxhaven facility due to the acquisition remains uncertain.
What happens to jobs at the site is the liquidator’s responsibility, but “Veganz will certainly do its part”, said Garau.
He added: “We are purchasing machinery, among other things and we plan to retain the production site, therefore we will certainly need manpower to operate them.”
Katjesgreenfood – the investment arm of German confectioner Katjes Group – secured a stake in Veganz in 2016.
