Ferrero Faces A Challenging Marketplace After Fox's Takeover, Says Analyst
Italian confectionery maker Ferrero is likely to face challenges in building the Fox's Biscuits brand in the UK, in what is a hugely competitive marketplace, a leading industry analyst has said.
Dean Best of GlobalData was commenting following Ferrero's recent takeover of the Fox's brand, which saw it acquire two production sites, at Batley and Kirkham, from 2 Sisters Food Group.
The deal, which is expected to be completed at the end of the month, is the third major biscuit acquisition by Ferrero in the past 18 months, following the purchase of Keebler cookies from Kellogg's in the US as well as the Kjeldsens Butter Cookies business from Campbell Soup.
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