FDBusiness.com

The Dutch investment company Standard Investment is acquiring Riedel, the fruit juice business of FrieslandCampina, for an undisclosed sum. Based at Ede in the Netherlands, Riedel has a turnover of about €125 million and employs 200 people. Completion of the transaction is expected before the end of 2017.

Earlier this year, FrieslandCampina announced that it would sell Riedel in order to fully concentrate on its dairy portfolio. Roel van Neerbos, member of the executive board of Royal FrieslandCampina, comments: “We were looking for a buyer that will be able to take Riedel to a next phase. With its broad knowledge and experience, Standard Investment came out best here. I am convinced that the new owners will make optimum use of the market opportunities of Riedel as an independent company.”

To Standard Investment, which also has interests in, among others, Burger King Netherlands and pre-baked bread producer Dutch Bakery, the take-over means an important expansion of its portfolio.

Guido Grobbink, partner with Standard Investment, says: “Riedel has developed itself to become market leader in ambient and chilled juices and fruit drinks in the Netherlands since the nineteen seventies. Consumers give Appelsientje, CoolBest, DubbelFrisss and DubbelDrank places in the top 10 of indispensable drink brands. However, we drink as a whole about 25 percent less fruit juices than we did 10 years ago and this has had an impact on Riedel.”

Guido Grobbink sees a lot of opportunities for the company: “We want to put emphasis again on the inherent qualities of fresh and other fruit juices and the importance of these for a well-balanced lifestyle. This is quite a challenge, but we have a lot of confidence in the employees and the management. I am looking forward to expand the entrepreneurship in Riedel and to give the wonderful brands of this company the attention they deserve.”