Dutch rusk producer Bolletje will be taken over by German rival Borggreve, so that both companies can expand their assortment. Both brands will continue to operate in their own countries.
Two comparable companies
The companies are both family businesses with a comparable culture: Bolletje was founded by the family Ter Beek, Borggreve by the family of the same name. The Germans specialise in rusk and biscuits, the Dutch in rusk, bisque, biscuits, knäckebröd, gingerbread, pita bread and seasonal products. The factories of Bolletje in Almelo and of Borggreve in Neuenhaus are only half an hour apart.
The past years Bolletje had reached its limit: the company was a little bit stuck in home country the Netherlands, where it has about 500 employees and sales of about 75 million euro. The new combination Borggreve-Bolletje has 800 employees and joint sales of 200 million euro.
Independent future for Bolletje
Buyer Borggreve has the intention to give Bolletje an independent future with a clear A-brand strategy. “For the staff only the last name of shareholders changes”, says the company. Borggreve could give Bolletje access to the German market. At the same time it can put products on the shelves in the Netherlands, labelled Bolletje.
The takeover of Bolletje would not disturb the Dutch market and therefore needs no approval of the Dutch Competition Authority. That was different in December 2012, when Continental Bakeries tried to buy Bolletje. The resulting company would have had a share of the Dutch market that was too large.