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General Mills divests European dough businesses

General Mills- European dough businesses to Cérélia
General Mills corporate headquarters in Minneapolis, US. (iStock/File Photo)
Kiran Paul
By Kiran PaulNov 26, 2021
Kiran Paul
With a background that spans both the agility of startup environments and the established presence of Asian Media Group, Kiran tries to bring a well-rounded perspective to his work. His career as a journalist began at a dynamic news startup, where he honed his reporting and storytelling skills for five years, gaining valuable experience in a fast-paced and evolving media landscape. Since 2018, he has been contributing to Asian Trader, where a standout feature of his work has been his in-depth interviews with award-winning retailers, which he transforms into insightful profiles that appear in each issue.
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General Mills has announced an agreement to sell its European dough businesses to Cérélia, a global leader in ready-to-bake dough solutions.

The deal includes General Mills branded and private label dough businesses in Germany, the UK, and Ireland, including the Knack & Back and Jus-Rol brands.

General Mills said the divestitures represent another step in its Accelerate strategy, which is centered on clear priorities on where to play – across geographies as well as platforms and brands – to drive long-term growth.

Each of the transactions is expected to close by the end of fiscal 2022.

european dough businesses to céréliageneral millsready-to-bake dough solutions

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