Campbell Soup to intend sale of its European chips business to Valeo Foods

Campbell’s European Chips Business includes UK-based Kettle Foods Limited and Netherlands-based Yellow Chips B.V. The transaction is subject to customary closing conditions including the relevant regulatory approvals and consultation with employee representative bodies. The transaction is expected to close in the first quarter of fiscal 2020.

Based in Norwich, England, Kettle Foods Limited makes hand-cooked crisps, popcorn, rice snacks and vegetable-based chips. Its primary brands are Kettle Chips and Metcalfe's skinny popcorn. The sale also includes Netherlands-based Yellow Chips, a producer of high-quality vegetable and organic potato chips under private label snacks and its own premium brands, including Go Pure.

With operations in Ireland, the UK and Continental Europe and sales to approximately 90 countries, Valeo Foods is one of the fastest growing international ambient foods producers and distributors with annual sales of approximately € 850 m, before the currently proposed acquisition of Kettle Foods. Valeo Foods owns a portfolio of popular consumer brands, many of them iconic household names in their markets, including Barratt, Rowse Honey, Fox’s Glacier Mints and XXX Mints, Jacob’s, Batchelors, Odlums, Shamrock, Kelkin, Robert Roberts, Pedro and Balconi. In total, Valeo Foods has 68 international brands. The Group is a leader in sweet treats, health and wellness, baking and meal ingredients, out-of-home beverages and foodservice and has 21 locations across Ireland, the UK and Continental Europe.

Campbell will use the proceeds from the divestiture to reduce debt. Under the terms of the agreement, Campbell will retain the Kettle Brand business in the United States and all other geographies except for Europe and the Middle East. Campbell intends to grow the Kettle Brand as an important part of its Snacks portfolio, which also includes the Cape Cod, Emerald, Goldfish, Lance, Late July, Milano, Pepperidge Farm, Snack Factory Pretzel Crisps and Snyder’s of Hanover brands.