The most well-known brands impaired are therefore the ones that range from mayonnaise and Heinz ketchup to Philadelphia cheese and Plasmon biscuits and baby foods, in difficulty due to changes in consumer tastes.
It may also be for this reason that the US giant controlled by Berkshire Hathaway founded by Warren Buffet (26.7%) and the Brazilian investment holding 3G Capital founded by Jorge Paulo Lemann (22.15%) decided to sell some of those brands and in particular to sell the Italian brand Plasmon. Which might be valued up to 700 million euros, Il Sole 24 Ore reported yesterday. The activities of Plasmon, which in Italy produces at the Latina plant, after selling the Ozzano Taro (Parma) plant in October 2015 to the Newlat group of the Salerno-Swiss entrepreneur Angelo Mastrolia (see here a previous post by BeBeez). Plasmon generates revenues of around 200 million euros and an ebtida of around 50 millions.
The dossier, of course, will attract the largest international private equity funds with experience in consumer products and the names of Advent, Permira, Lion Capital, BC Partners, but also Investindustrial founded by Italian financier Andrea Bonomi, are already circulating. According to reports from Mergermarket, Kraft-Heinz has already given mandate for the sale to JP Morgan and the information memorandums should be distributed soon.