Round-up of food and lifestyle brand acquisitions this month

Ferrero Group to acquire select Kellogg brands

The Kellogg Company is selling a number of its cookies, fruit and fruit-flavoured snack, pie crust, and ice cream cone businesses to the Ferrero Group and its related companies. The cash transaction is valued at €1.16 billion (US$1.3 billion), and include brands and assets primarily related to these businesses.  

Kellog sells some of its business to Ferrero

"This divestiture is yet another action we have taken to reshape and focus our portfolio, which will lead to reduced complexity, more targeted investment, and better growth," said Steve Cahillane, Kellogg's chairman and CEO. "Divesting these great brands wasn't an easy decision, but we are pleased that they are transitioning to an outstanding company with a portfolio in which they will receive the focus and resources to grow." 

The divestiture represents a portion of Kellogg's North America snacking business which include brands such as Keebler, Mother's, Famous Amos, and Murray's.  

Equity firm invests in Indian food brand 

Maya Kaimal products

North Castle Partners, a private equity firm focused on consumer businesses that promote healthy, active and sustainable living, has made an investment in Maya Kaimal, producer of Indian-inspired ethnic foods products. Founded by award winning cookbook author Maya Kaimal, the brand transforms traditional Indian flavours into modern culinary experiences. Inspired by family recipes, Kaimal approaches every product thoughtfully, with the goal of expanding the way North Americans think about Indian food. The award-winning product line has grown to include shelf stable sauces, condiments and ready-to-eat dals and rice products, in addition to the original line of fresh sauces. 

Said Alison Minter, managing director of North Castle: "The Maya brand stands for high quality products and ingredients, authenticity, innovation, and great tasting products.  We believe this business has significant growth potential as the macro trends of consumers looking to expand their flavour profile and at-home convenience drives the overall category."

Martha Stewart and Emeril Lagasse brands now with Marquee

Marquee Brands LLC, a global brand owner and marketer, has agreed to acquire the Martha Stewart and Emeril Lagasse brands and all related intellectual property from Sequential Brands Group. Through this acquisition, Marquee Brands will establish a Home and Food division with the two  brands — increasing the reach of its portfolio to over US$2.3 billion in annual retail equivalent sales. 

The Martha Stewart brand is a diversified media and merchandising platform founded by Martha Stewart, an Emmy Award winning media personality, best-selling author, and revered lifestyle icon. The brand's engaging content and thoughtfully designed products are built around Martha Stewart's lifelong mission to inspire the art of creative living.

Meanwhile, the Emeril Lagasse brand was founded by Emeril Lagasse, a James Beard Award winning chef, restauranteur, and media personality. The Emeril Lagasse brand has been celebrated by home cooks and professional chefs since Lagasse opened Emeril's Restaurant in 1990. Rooted in Lagasse’s passion for food and mastery of Creole and Cajun cuisine, the brand's media and merchandise inspires consumers to share in the joy of cooking. (Compiled by Kristy Tan)