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Mondelez completes sale of gum business to Perfetti Van Melle

(Source: Unsplash)

Mondelez International has completed the sale of its gum business in the US, Canada, and Europe, (excluding Portugal) to Perfetti Van Melle, a global confectionary and chewing gum manufacturer.

The Portugal segment of Mondelez’s business will be sold and transferred to Perfetti Van Melle Group once regulatory approval is granted.

The divestment aligns with Mondelez’s strategy to reshape its portfolio to generate 90 per cent of its revenue from core categories like chocolate, biscuits, and baked snacks. 

The sale includes manufacturing facilities in Rockford, Illinois, and Skarbimierz, Poland, along with gum brands such as Trident, Dentyne, Stimorol, Hollywood, V6, Chiclets, Bubbaloo, and Bubbalicious in the United States, Canada, and Europe. It also includes European candy brands like Cachou Lajaunie and La Vosgienne.

Perfetti Van Melle Group specialises in confectionery and chewing gum production and distribution.

The company boasts a diverse portfolio of both internationally recognised and local brands, including Mentos, Chupa Chups, Alpenliebe, Frisk, Smint, Fruit-tella, Golia, Brooklyn, Vivident, Happydent, Daygum, Vigorsol, Big Babol, and Airheads.

Last year, Perfetti Van Melle Group reported net revenues of nearly $4.959 billion (EU$3 billion).

Mondelez CEO Dirk Van de Put said the company will continue accelerating its 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,” said Ven de Put. 

“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.”

However, Mondelez will continue to operate its gum business outside the US, Canada, and Europe, led by Stride in China, as well as all its other candy brands and products.

Egidio Perfetti, chairman of Perfetti Van Melle Group, expressed his enthusiasm for the acquisition, as it aligns with the company’s goal of becoming the global leader in gum.

“We expect to bolster further 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,” Perfetti concluded. 

“With a passion for gum, our strong innovative background, and family history, we are very pleased and proud to welcome the new people, brands, and plants that have joined us today.”

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