General Mills sells Australian-made brands

Posted by Nicole Eckersley on 23rd November 2010

General Mills announced today that it is selling its Croissant King and van den Bergh’s frozen bakery businesses in Australia to Kerry Group, a global food and ingredients company headquartered in Ireland.

Croissant KingThe sale includes frozen dough and pastry products sold to professional bakers under those brands, as well as two plants located in Mansfield, Queensland, and Camellia, New South Wales.  About 110 employees dedicated to the frozen bakery business will transfer to Kerry with this sale, effective Dec. 1.

“General Mills’ focus is on growing our key brands in retail,” said Markus Muehleisen, managing director of General Mills Australia.  These brands include Old El Paso Mexican food, Latina pastas and sauces, Betty Crocker baked goods and Nature Valley muesli bars, which were introduced in Australia last April.

“While our bakery team has built a solid business of frozen pastries and dough products serving bakers for almost 20 year, Kerry’s scale and experience also positions it well to grow and advance the business in this category,” Muehleisen said.  “General Mills will continue to focus on our retail channels.”

General Mills acquired van den Bergh’s in 1999 and Croissant King in 2005.