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Dean Foods concludes Alpro acquisition

BY Anna Mcgrath

DALLAS Dean Foods announced the conclusion of the previously disclosed acquisition of the Alpro, the European leader in branded soy-based beverage and food products, division of Vandemoortele N.V. for a transaction price of approximately euro 325 million ($453 million).

The purchase of Alpro places Dean amongst such leading brands as Silk and Alpro soya, as a clear global leader in soy-based beverages and food products.

The acquisition is being financed under Dean Foods’ existing revolving credit facility and is expected to be modestly accretive to 2009 earnings, excluding transaction-related costs.

Dean remains committed to deleveraging its balance sheet to below 3.5 times funded to EBITA, as defined by its bank agreement. Inclusive of the EBITDA and debt impacts of this transaction, the company continues to expect to achieve that goal and will not raise additional equity as a result of its acquisition of Alpro.

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Makers of relaxation beverage to launch ‘relaxation shot’

BY Allison Cerra

HOUSTON Layfield Energy and Innovative Beverage Group announced the introduction of Drank Deuce, a compact 2 oz. version of the popular Drank beverage that promises relaxation.

The Extreme Relaxation formula behind Drank creates its relaxing effect by combining melatonin, valerian root and rose hips. Drank Deuce will complement the existing 16 oz. Drank beverage brand by offering consumers a great-tasting instant relaxation shot, with only 16 calories, 4 g of carbohydrates and 4 g of sugar per serving. Its compact, yet powerful, size with extremely relaxing properties allows Drank Deuce to slip easily into a purse or pocket for relaxation on-the-go, after a tough workout or at the end of a hard day.

“Drank Deuce was a natural evolution and a direct answer to customer demand for something smaller, with fewer calories. Plus, the product is highly portable, and under the specified liquid limit for airport security, which makes it the perfect travel companion when crossing multiple time zones,” said Peter Bianchi, CEO Innovative Beverage Group.

Drank Deuce is the newest addition to the Innovative Beverage portfolio, exploding onto the functional beverage scene to help propel the Drank brand forward by utilizing its premier distribution network that includes wholesalers for such industry heavyweights as Anheuser-Busch, Coke, Pepsi and Miller Brewing Co.

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Frito-Lay launches ‘Inspire Us’ contest in line with campaign

BY Allison Cerra

PLANO, Texas Since launching this spring, Frito-Lay’s “Only in a Woman’s World” multimedia campaign has humorously addressed those “that’s so true moments” that women relate to by chronicling the adventures of four animated friends. Now, Frito-Lay is asking women to “Inspire Us” by submitting their own funny stories online for a chance to have their stories made into an animated “Only in a Woman’s World” webisode.

“Women tell us they love and relate to the stories we depict in the ‘Only in a Woman’s World campaign,'” said Becky Frankiewicz, VP portfolio marketing, Frito-Lay North America. “But we know it’s in a woman’s nature to share. So, now we are giving our fans the opportunity to share experiences that entertain and unite us in the spirit of sisterhood.”

“Inspire Us” contest participants may submit up to five funny stories to www.awomansworld.com/#/InspireUs, now through Aug. 17. The winning story will be made into an animated webisode, which will premiere this November. In addition, the winner will receive a “girl’s weekend” to New York to watch the recording of her webisode.

The “Only in a Woman’s World” multimedia campaign explores what’s top of mind with women through light-hearted, comical videos, comic strips, interactive online games and shareable e-cards.

Through its multimedia campaign, Frito-Lay has rolled out a portfolio of products developed specifically with women in mind. These include SmartFood popcorn clusters, which give women the indulgent flavors they love, and also fiber and calcium — nutrients they often don’t get enough of. New Baked! Lay’s Southwestern Ranch potato crisps and Flat Earth Spicy Salsa baked veggie crisps both use innovative technology to bake spices or dried vegetables into each crisp, which delivers great flavor without increasing fat content. For those women who love Frito-Lay’s most popular brands, Frito’s corn chips will now join the list of products available in 100-calorie packages. Like many snacks in Frito-Lay’s portfolio, SmartFood popcorn clusters, Flat Earth baked veggie crisps and Baked! Lay’s potato crisps come in the convenience of portion-controlled, 100-calorie packs.

KelloggsDRSNhttp://www.centerstoregrowth.com

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