UB savouries join Jacob’s stable

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).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here