ABF Buys Dorset Cereals Brand

Associated British Foods has confirmed market rumours that they have made a deal to acquire the Dorset Cereals brand from Wellness Foods. The business will be integrated into the Jordans & Ryvita Company, part of ABF's grocery division, a spokesperson for the firm stated.   The deal remains subject to regulatory approval, and Dorset will continue to operate as part of Wellness Foods until the move is green-lighted. The spokesperson stated also that it would be "inappropriate" for ABF to comment further until the acquisition closes.   The group, however, did say that it does not expect to close Dorset's manufacturing operations:    "We can confirm that our intention would be to maintain Dorset Cereals' existing manufacturing base in Poundbury, Dorset."   While the company did not state the purchase price, it is understood that the group paid around £50 million (US$83.8m) to purchase the brand.   Commenting on the rumours, Panmure Gordon analyst, Graham Jones, told just-food that the Dorset Cereals brand was a good buy for the company.   "I think Dorset is a great brand, with good growth potential and will be an excellent fit with ABF's existing Jordan's brand. I understand sales are about £40 million, and as such, the rumoured price represents a very good price."   © 2014 - European Supermarket Magazine by Peter Donnelly To sign up to ESM’s weekly e-zine newsletter, send an email with the subject: ‘Subscribe ESM news’ to editorial@esmmagazine.com