Danone buys American baby food producer Happy Family

Fourth player on US market

Danone wants to finish the transaction over
the next few months, but it still has to be approved by the authorities. The
acquisition price is not being released, but according to The Wall Street
Journal it would be several hundred million dollar for 92% of
all shares.

Happy Family was founded in 2006 by Shazi
Visram and it specialises in the production of organic baby food. With sales of
sixty million dollar (about fifty million euro) it has ha market share of four
percent in the US, putting it in fourth place.

Happy Family must grow

The takeover by Danone should give Happy Family
quite the boost: especially in research and development and distribution
the French company can help the American brand to shift into a higher gear.

For 2013 Happy Family is expecting a large rise
in sales. The progress of brand can be ascribed to a combination of attention
for healthy food and ease of use.