Update: Pasta Master “a great fit”, says General Mills

Posted by Nicole Eckersley on 16th December 2010

General Mills has said that its new Australian acquisition Pasta Master is “a great fit” for the US food group’s operations in the country.

The company announced on Tuesday that it had struck a deal to buy Pasta Master, which makes Italian meals, pasta and sauces. The sale, which is expected to complete in March, includes the Victorian business and a production facility in Bendigo.

General Mills’ Australia and New Zealand division forms part of the firm’s international division. With five sites across the two countries, General Mills’ brands on sale include Old El Paso Mexican foods, Latina pasta and sauces, Betty Crocker baking mixes and desserts, and Frescarini pasta and sauces.

A spokesperson for the firm told just-food today yesterday that Pasta Master’s line of chilled Italian meals – including lasagna, pasta and sauces – will “broaden” its offerings to consumers.

“With this acquisition, we are adding Italian meal capability to our existing number one position in the fresh pasta and sauce category with our Latina brand. It is a great fit for us,” the spokesperson said.

The firm declined to comment on plans for the business or whether any redundancies may results from the acquisition.

“We’ve only just announced the contract,” the spokesperson said. “We have a lot to do in the coming months in working with Pasta Master to ensure a smooth transition. That’s our focus. We have no other news to share at this time.”

Terms of the sale have not been disclosed.

Last month, General Mills announced it was offloading assets in Australia, with the sale of its Croissant King and van den Bergh’s frozen bakery business to Ireland’s Kerry Group, allowing it to concentrate on its retail channels.

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