A new structure that strengthens the entire structure of the group which currently has almost 20 thousand employees, 36 companies present in 150 countries around the world. “It’s the realization of a dream: to become one of the most prominent players in the chewing gum market” declares Egidio Perfetti
Perfetti Van Melle concludes the acquisition of Mondelēz International chewing gums in the United States, Canada and Europe such as Trident, Dentyne and Bubbaloo, to name the most famous. The company expands its portfolio which includes global brands such as Mentos, Chupa Chups and Airheads, strengthening its position as a global leader in the confectionery sector, with an increase in turnover from three to four billion euros.
The American takeover is the realization of a dream
“This agreement will be a turning point for the future of our group” declares Egidio Perfetti, president of C+F Confectionery and Foods and of the group Perfetti Van Melle. “This is an acquisition of great value and complexity that we have been working on for about a year. It is the realization of a dream: to become one of the most prominent players in the chewing gum market.” He then continues: “For some time we have been looking at these brands with interest in their history, their iconicity and the innovation they have brought to their respective markets , first of all North America where the category was born”. Finally, Perfetti concludes: “The challenge that lies before us now is to integrate them into our portfolio, giving a new boost to our innovative capacity, and taking them to new heights”.
An operation that brings the group’s turnover from 3 to 4 billion euros . A new structure that strengthens the entire structure which has 18,260 employees, 36 companies and 31 production plants with a presence in 150 countries around the world. “Acquiring the Mondelez brands allows us to have 27% of the US market, becoming the second player” states Massimo Terrevazzi, cfo & executive director of the Perfetti Van Melle group. “An acquisition that offers us critical mass in various countries and it allows us to grow also in the candy sector where we will create distribution synergies” explains Terrevazzi.
The history of Italian chewing gum
In Lainate, in the province of Milan, in 1946 the brothers Ambrogio and Egidio Perfetti founded the Dolcificio Lombardo for the production of sweets and pastilles. Ten years later, in 1956, Brooklyn was born, the first chewing gum made in Italy, known by all as the “bridge gum”. Then the era of acquisitions began: that of Caremoli, owner of the Golia brand in 1986; that of the Belgian Frisk in 1995; in 2001 Perfetti bought the entire stake in the Dutch company Van Melle, which produces Mentos and Fruittella, and gave rise to the Perfetti Van Melle group.