Danone has moved savoury biscuit brands Tuc, McVitie’s Cheddars and Cheddar Breadsticks – which were acquired from United Biscuits’ UK division – into Jacob’s Bakery.
The savoury biscuits are part of a package of United Biscuits (UB) brands and central European brands, including Hungarian biscuit Gyori Keksz and Polish biscuit San, that has been sold to Danone in a deal finalised last week.
The savoury biscuit brands will now become part of Danone’s Jacob’s Bakery, which also makes Cream Crackers.
UB, which was taken over by the consortium Finalrealm at the time of the deal, will hold on to the Mini Cheddars snack brand.
No one at Danone was available for comment and the value of the sale was not disclosed.
The disposal is part of Finalrealm’s rationalisation of UB’s European portfolio.
Finalrealm comprises venture capitalist Cinven, French bank Paribas, Deutsche Bank Capital Partners and US group Nabisco.
A spokeswoman for UB says Finalrealm has no intention of selling any of McVitie’s other leading brands, which include Digestives, Penguin and BN.
She adds UB’s new owner has “categorically denied” it intends to sell KP Snacks, despite rumours in the City that companies such as PepsiCo could be preparing bids for the business. UB has announced that chief executive Leslie Van de Walle and finance director John Warren are to leave as part of a management restructure (MW last week).