US business Plum Organics – which bought UK babyfood supplier Plum in January – has in turn been acquired by Campbell Soup Company.
Announcing the deal today (24 May), Campbell said it plans to use the acquisition of the $93m Plum business - number four babyfood brand in the US – to extend its core categories of meals, snacks and beverages and tap into “a new generation” of consumers. The company said adding Plum Organics’ lines to its own portfolio of child-focused soups, beverages and snacks would give the range annual sales of more than $1bn.
“Plum Organics’ nutritious, on-trend products are a great addition to our North American portfolio,” said Campbell’s president and CEO Denise Morrison. “The acquisition will help deliver on our dual mandate to strengthen our core businesses and expand into faster-growing categories and adjacencies.”
Neil Grimmer, who founded California-based Plum Organics in 2007, said: “Joining the Campbell family will allow us to amplify our mission to reach even more little ones on a global scale. We look forward to building an exciting future together.”
Earlier this month, Plum announced it was targeting UK toddlers with its first NPD since the January acquisition. The new Little Foodies range will emulate a strategy employed by Plum Organics in the US and is designed to bridge the gap between babyfood and the ‘tots’ market.
Campbell plans to operate Plum as a standalone business within its Campbell North America division. Senior members of Plum Organics’ management team, including Grimmer, will join Campbell and continue to lead Plum.
Campbell’s soups are produced under license by Symington’s for the UK market.
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