Unilever has almost closed the sale of sausage brand Bifi, but it is unclear what price Irish Kerry Group has had to pay for the well-known sausages.
110 million sausages per year
Bifi is largely produced in the German city of Ansbach and it is mainly popular in Germany, Austria, the Netherlands and Belgium - and in Great Britain, under the name of Peperami. Each year some 110 million sausages are sold, worth 80 million euro in turnover.
Unilever put Bifi up for sale this summer, attracting industrial candidates, more so than investment funds. By the end of November it became clear that the most likely buyer was Kerry Group, best known for a similar type of snack, Mattesons Fridge Raiders, which generates a turnover of 6 billion euro per year.
Bifi’s sale is part of Unilever CEO Paul Polman’s strategy to drastically reduce the amount of brands the Dutch-British company has. That has led to a huge reduction in brands since the turn of the century: from 1,600 to 400 now.
(Translated by Gary Peeters)