The UK group Britvic has offered £54.4m to acquire the Brazilian juice company Bela Ischia Alimentos. This way, the British company increases its presence in Brazil as it acquired, in 2015, the food and drink company Ebba, owner of the traditional local brand of concentrated juice Maguary.
According to the company, Ebba has been integrated successfully into the Britvic group, and has delivered excellent results in its first year against challenging macro conditions.
The company’s website states that Bela Ischia is a strong and well recognised consumer brand with its largest presence in the key areas of Rio de Janeiro and Minas Gerais. Its acquisition both strengthens Britvic’s brand portfolio in Brazil and creates a broader regional footprint by complementing the existing ebba strengths in Sao Paulo and the north east.
“The juice category in Brazil is made up of ready to drink (RTD) juice, liquid concentrates, and powder concentrates; the performance of all three is closely related. Bela Ischia, like Ebba, competes in liquid concentrates and RTD juice. The consolidation of liquid concentrates and RTD juice will allow Britvic to strengthen its competitive offer, in particular against the larger powders brands”, released Britivic.