Summary:
- The Kraft Heinz Company has entered into an agreement to sell its infant and specialty food business in Italy to NewPrinces Group.
- Kraft Heinz’s strategy is to drive profitable growth through its Accelerate platforms, including HEINZ Tomato Ketchup and other 'Taste Elevation' products.
- The NewPrinces Group recently acquired UK firm Princes Limited and entered into an agreement with Diageo to acquire a production facility in Italy.
The Kraft Heinz Company today announced that it has entered into an agreement to sell its infant and specialty food business in Italy to NewPrinces Group, one of the country’s leading food and beverage producers.
The proposed transaction is expected to close at the end of 2025, subject to regulatory review and approval. The terms of the deal are not disclosed.
The agreement will see NewPrinces purchase the infant food brands Plasmon, Nipiol and Dieterba, and specialty food brands Aproten and Biaglut. It also includes the purchase of Kraft Heinz’s production facility in Latina, Italy, which manufactures products for some of these brands.
“This marks an important milestone in driving our strategy across Europe and the Pacific, enabling us to fuel investment and growth in our core areas, and enhance focus on our Accelerate platforms,” says Willem Brandt, President, Europe and Pacific Developed Markets, Kraft Heinz.
“It’s a great example of how we’re intentionally and proactively managing our portfolio to accelerate organic growth and drive sustainable, long-term value.”
‘Taste Elevation'
The transaction supports Kraft Heinz’s strategy to drive profitable growth through its Accelerate platforms, which include HEINZ Tomato Ketchup and other ‘Taste Elevation’ products, such as mayo, table sauces, culinary products, and pasta sauces. In Italy, HEINZ has continued to see consistent growth across retail and away from home channels, significantly increasing market share in the Taste Elevation category.
Located in the Lazio region of central Italy, Kraft Heinz’s Latina factory employs around 300 people who make approximately 1.8 billion biscuits per year for Italy’s Plasmon brand. The factory and its employees will continue to operate as usual under NewPrinces ownership after the transaction is completed.
“I'm confident this portfolio of iconic brands will thrive in the capable hands of the NewPrinces Group – a market leader in the food and beverage industry, including in specialised nutrition, with a strong Italian heritage and ambitious growth plans,” said Carmela Bazzarelli, Managing Director, Kraft Heinz Italia.
“We remain committed to Italy and growing our iconic HEINZ brand across the country.”
The NewPrinces Group is a specialised food and beverage company with a global supply network offering a wide range of branded and private label products across the UK and Europe.
Formerly known as Newlat Food, the group was rebranded as NewPrinces Group following its acquisition of UK firm Princes Limited in 2024. Its portfolio includes well-known brands such as Princes, Napolina, Delverde, Branston (beans), Flora, and more.
NewPrinces recently entered into an agreement with Diageo to acquire latter’s production facility located in Santa Vittoria d'Alba, Italy.