Paranaense Jasmine is bought by Brazilian food giant | Curitiba and Region, Economy

THE Jasmine Foodsa leading company in organic, functional, integral, gluten-free, lactose-free and zero-sugar productsformalized this Thursday (9) the alliance with the leading company in the pasta and biscuits segments M. Dias Branco.

The news was officially revealed by the company. “Jasmine is a company that was born with the DNA of offering products aimed at well-being and a balanced lifestyle. This is a global trend and a strategic acquisition”, emphasizes the company’s CEO, Ivens Dias Branco Junior.

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The health food segment has an estimated compound annual growth rate (CAGR) of 5.3% through 2025, above the general food industry (3.6%) and the indulgence market (4.5%). The promising partnership will further boost the growth of both companies.

For more than thirty years in the healthy food market, both in Brazil and abroad, Jasmine offers products in line with the philosophy of promoting health and quality of life with healthy and nutritious food, with differentiated taste and quality.

After going through a recent process of rebranding, the company renewed its logo and tagline for “I like to live well”. The process reveals an ambitious strategy: to remain close, relevant and connected with the public during their daily lives, promoting practical, healthy and true solutions for people’s routine.

According to the CEO of Jasmine Alimentos, Rodolfo Tornesi Lourenço, the values ​​and purposes of M. Dias Branco meet the principles that guide the performance of the Paraná brand in these 32 years of history. “The merger with Nutrition et Santé was very successful. In these eight years, we have expanded our portfoliowe made considerable investments in product research and development, achieved greater market share market and increased our profit margin”, he highlights.

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Nutrition & Santé CEO Luis Uribe shares the same opinion. “It was a successful partnership. So much so that, after these years, we have reaped the rewards with the expansion of the scope of action, innovative launches and increased distribution”, he emphasizes.

For Lourenço, becoming part of M. Dias Branco inaugurates a new era at Jasmine Alimentos. “We are optimistic that in this new stage we will be able to go further: to meet the demand for quality healthy food premium and strengthen the brand’s presence in new markets, with even greater investments in the production area and also in the trade”, completes.

History Jasmine Foods

Founded in 1990, Jasmine was born at the hands of Christophe Allain and his wife, Rosa, who started to take the first steps in the company, when they offered their friends macrobiotic foods, of which they were adept. Over the years, the small business has become one of the main brands in the sector and the company’s commitment has always remained unremarkable: to disseminate healthier eating habits, increasing public awareness of consuming nutritionally rich products, with natural ingredients, certification of origin , without giving up the flavor.

In 2014, the company was bought by the French multinational Nutrition et Santé and, in this period, it grew more than 30% in market share. Jasmine has more than 140 items in its line of natural, wholegrain and organic foods, the main categories being Cookies whole grains, granolas, gluten-free breads and other cereals aimed at consumers with special nutritional needs or who are looking for quality of life.

With a 15 thousand square meter factory, inaugurated in 2015, in Campina Grande do Sul, metropolitan region of Curitiba, Jasmine reaches more than 26 thousand points of sale through direct and indirect sales force, in the five regions of Brazil. About 50% of the company’s revenue today comes from São Paulo and the South Region. The industrial plant has state-of-the-art equipment and follows a sustainable production model. In addition, the brand’s products have important certifications, such as Orgânico Brasil and vegan.

Now, Jasmine Alimentos joins the portfolio of M. Dias Branco, alongside leading brands in their categories, such as Piraquê, Vitarella, Adria, Fortaleza and Isabela. The sale process was advised by Seneca Evercore and Tozzini Freire Advogados.

“With the national distribution capillarity of M. Dias Branco, the brand has great potential to develop in other regions”, explains Gustavo Theodozio, Vice President of Investments and Controllership of M. Dias Branco. The executive points out that, with the investments made in recent years, the factory has a reserve of capacity that enables it for a new round of growth. “It is yet another demonstration of the great potential for developing the brand and its product portfolio”, he adds.

The director of Investor Relations and New Business at M. Dias Branco, Fabio Cefaly, estimates that Jasmine’s revenue should exceed R$ 200 million in 2022. “The products have average prices and attractive margins and will make a positive contribution to M. Dias’ portfolio. Dias Branco”, he concludes.

Founded in 1953, M. Dias Branco SA Indústria e Comércio de Alimentos is a food company with shares traded in the Novo Mercado segment on B3. Its history began in the 1940s, when Portuguese merchant and immigrant Manuel Dias Branco opened Padaria Imperial, in Fortaleza (CE), expanding its operations throughout Brazil.

Owner of leading brands, the main ones being Vitarella, Piraquê, Adria, Fortaleza, Richester and Isabela, the Company produces and sells cookies, pasta, flour and wheat bran, margarine and vegetable fats, snacks, cakes, cake mix, covered with chocolates and toast. Headquartered in Eusébio (CE), it is the market leader in biscuits and pasta in Brazil. Through the acquisition of Latinex, completed in November 2021, the Company also became the owner of the Fit Food, Smart and Frontera brands, expanding its position in the healthyfood market, with products such as rice crackers, peanut butter, chocolates, pasta made from corn and spices.