Simplot gets access to Nestlé’s frozen food brands

Posted by Editorial on 29th October 2009

Simplot Australia has purchased the licence to manufacture the Lean Cuisine, Maggi and Papa Giuseppe brands from food giant Nestlé. The move will see Simplot takeover the operation of the Pakenham factory and re-badge it as the Gippsland Food Company.
Under the licensing agreement Simplot Australia will acquire the right to manufacture, market and sell the frozen meal brands of Lean Cuisine, Maggi and Papa Giuseppe throughout Australia and New Zealand.

Simplot Australia Managing Director Terry O’Brien said the deal would add further strength to their portfolio which already includes Edgell, Bird’s Eye and Chiko.

“The licence agreement and relationship with Nestle is extremely exciting for us,” he said, according to the Star News Group. “Moving into ready meals is a logical extension of our offer and we are delighted to add these products to our portfolio.”

Nestlé has made a number of changes to their brand portfolio in Australia over the past year, with this licensing agreement following the purchase of ice-cream brands from Fonterra and a prior sale of yoghurt and dairy dessert brands to Fonterra.

The company said the agreement was a win-win for both parties, as it allows both firms the ability to focus on their strengths.

The deal is expected to be finalised on November 30.