Findus Group on Wednesday announced a deal marking the company’s return to the Spanish market.
As part of the deal, Findus will take back direct responsibility for sales and marketing of its brand in Spain, which was previously licensed to Ardo Group in 2005. At the same time, Findus will acquire frozen-vegetable brand Frudesa and ready-meal brand Salto from Bonduelle Group.
Findus’ vision for Spain is to become No. 1 in the Spanish market by consolidating the existing vegetables and ready-meals categories and by entering new categories. Its business in the region will be focused on creating growth and excitement in the frozen-food segment. At the same time, the company plans to drive growth in the ready-meal category in Spain by reinvesting in the Salto brand with increased innovation and marketing.
Findus is the No. 1 frozen-seafood brand in France; it owns Young’s Seafood, the No. 1 frozen-seafood brand in the United Kingdom.
“I’m delighted to launch our vision and strategy for the Spanish market. There is significant scope for growth in vegetables, ready-meals and the frozen category as a whole in Spain, Europe’s fifth largest frozen market,” said Findus CEO Chris Britton. “We’re looking forward to driving innovation, growing our presence, reinvesting in our brands and inspiring our consumers in Spain.”
