FDBusiness.com

International dairy group Royal FrieslandCampina is investigating the sale of Riedel, the market leader in the field of fruit juices and fruit drinks in the Netherlands. The brand portfolio of Riedel includes familiar brands, such as Appelsientje, CoolBest, DubbelFrisss, Taksi and Extran. Riedel is located in Ede and has its own production and packaging facilities.

Riedel is market leader in the Netherlands with a broad product range of both ambient and chilled fruit juices and fruit drinks. The product assortment is marketed in the Dutch and Belgian markets and sold in supermarkets, catering establishments, canteens, petrol stations and vending machines amongst others.

Riedel’s consolidated net sales of fruit juices and fruit drinks for the year 2016 amounted to approximately €125 million. Riedel employs 200 people and the company is currently part of the business group FrieslandCampina Consumer Products Europe, Middle East & Africa.

Roelof Joosten, chief executive of Royal FrieslandCampina, comments: “Following the update of our company strategy ‘route2020’, in which we increased the focus on the dairy portfolio, we are investigating the sale of our fruit juices and fruit drinks activities. Since the early nineteen seventies, our fruit juices and fruit drinks manufacturer Riedel has developed itself to become market leader in ambient and chilled fruit juices and fruit drinks in the Netherlands. Its professional and committed employees have been instrumental in achieving that success. FrieslandCampina wants to ensure Riedel is best positioned to anticipate and respond to changing customer requirements and consumers habits. Therefore we believe it is important for Riedel to take the next step in its development.”