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The leading consumer goods company Orkla announced that its wholly-owned subsidiary Orkla Foods Sverige AB signed an agreement to acquire the Havrefras brand from PepsiCo, Inc.. The transaction includes the purchase of Rug Fras and Mini Fras, which holds a strong position in Scandinavia in healthy breakfast cereals.

  • The acquisition of Havrefras is in line with Orkla’s strategy of further developing a portfolio with a strong health profile.
  • Orkla currently distributes Havrefras products for PepsiCo in Norway, Sweden and Denmark.
    • Havrefras is market leader for healthy breakfast cereals in Denmark and Sweden and number two in Norway.
    • First launched on the market in 1959, the brand has been part of PepsiCo since the company’s acquisition of The Quaker Oats Company in 2001.
    • Orkla will continue to be the distributor of PepsiCo’s other juice, breakfast cereal and snack products in the Nordic region, including Tropicana, Naked, Cruesli, Snack a Jacks, Doritos, Lay’s and Bugles brands.
    In April 2020, Orkla announced the acquisition of Norgesplaster Orkla Wound Care. The acquisition of has strengthened its presence in the pharmacy channel. The product portfolio is mainly marketed under the Norgesplaster and Snøgg brands, and is primarily sold in the pharmacy channel, B2B, through distributors and as exports.
    In October 2019, Orkla House Care has completed an agreement to take over the remaining 50% of the shares in the joint venture company Anza Verimex Holding. Since 2018, Orkla House Care has owned 50% of the company which is market leader in the sale and distribution of painting tools in the Netherlands and Belgium.

About Orkla
Orkla, headquartered in Oslo, Norway, is a leading supplier of branded consumer goods and concept solutions to the consumer. The company has strong presence in bakery markets in the Nordics, Baltics and selected markets in Central Europe and India. The group has approximately 18,000 employees across the globe. Orkla’s business comprises the Orkla Foods, Orkla Confectionery & Snacks, Orkla Care and Orkla Food Ingredients business areas. In addition, the Orkla Consumer & Financial Investments business area consists of Consumer Investments and Industrial & Financial Investments.

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