Mondelēz International has successfully finalized the transfer of its gum business in developed markets, encompassing the United States, Canada, and Europe (excluding Portugal), to Perfetti Van Melle Group, a prominent global producer of gum and confectionery products.
This transaction represents a noteworthy milestone in Mondelēz’s strategy to reshape its portfolio, placing a heightened emphasis on core categories such as chocolate, biscuits, and baked snacks.
The agreement encompasses the handover of manufacturing facilities situated in Rockford, Illinois, and Skarbimierz, Poland. Additionally, it involves the transfer of a diverse portfolio of renowned gum brands, including Trident, Dentyne, Stimorol, Hollywood, V6, Chiclets, Bubbaloo, and Bubbalicious. Furthermore, European candy brands such as Cachou Lajaunie and La Vosgienne are also included in the transaction.
Mondelēz will hold onto its gum business in Portugal temporarily, pending the necessary regulatory clearance from the Portuguese Competition Authority. Once the approval is obtained, the Portuguese segment of the business will then be sold and transitioned to Perfetti Van Melle Group.
Dirk Van de Put, chairman and CEO of Mondelēz, said, “As we continue accelerating growth to become the global snacking leader in chocolate, biscuits and baked snacks, we are pleased to transition our developed market gum business to a global, privately owned, values-driven company with a strong and proven track record of brand investment and innovation. We are incredibly proud of the talented colleagues who made these brands so successful, and we wish them all the best as they join the Perfetti Van Melle team.”
Egidio Perfetti, chairman of Perfetti Van Melle Group, added, “This acquisition aligns perfectly with our strategic goal of becoming a global leader in gum, our chosen focus. We expect to further bolster our product portfolio, manufacturing capacity, market distribution and financial results, effectively doubling our size in North America and increasing our reach in Europe, serving more consumers with our well-loved brands.”
Mondelēz will continue to operate its gum business outside the US, Canada and Europe, with a focus on the Chinese market – led by the Stride brand – along with its other candy brands and products.