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A-Brands

Valsoia To Distribute Häagen-Dazs Ice Cream In Italy

Italian health food company Valsoia has signed an agreement with General Mills for the exclusive distribution of ice cream brand Häagen-Dazs in Italy.

Valsoia is already the leader in the plant-based ice cream market in Italy, with a market share of over 70%.

According to the business, the deal to distribute Häagen-Dazs will be complementary to its existing operation – enabling it to offer both high-quality plant-based and high-quality traditional ice cream.

In a statement, Valsoia said, "Valsoia S.p.A., a leading company in the Italian market for health food products, listed on Euronext Milan managed by Borsa Italiana, on today’s date has finalized an agreement with General Mills International S.a.r.l., a company with registered office in Switzerland and controlled by the American multinational company General Mills Inc., for the exclusive distribution in the Italian territory of the ice cream brand Häagen-Dazs."

Growth Strategy

The exclusive distribution agreement will be effective from 1 January 2023. Up until that point, distribution of Häagen-Dazs ice cream in Italy will continue to be undertaken by its current distributor.

Valsoia and General Mills have established a growth plan for Häagen-Dazs in Italy, with the company adding, "The shared goals between Valsoia S.p.A and General Mills establish a challenging growth plan for Häagen-Dazs in Italy, supported by relevant consumer marketing investments aimed at leading the brand to the levels of excellence just achieved in all the European and non-European countries."

According to research firm Nielsen, Häagen-Dazs is one of the leading take home ice-cream brands in the world, with a presence in over 80 countries, boasting a global turnover of more than $1 billion.

The distribution of Häagen-Dazs represents a further step in the growth of Valsoia, the company said. It already manages a range of own brands (Valsoia “Bontà e Salute”, Santa Rosa, Diete.tic, Piadina Loriana), and distribution brands (Vallè, Weetabix, Oreo O’s Cereals).

© 2022 European Supermarket Magazine – your source for the latest A-Brands news. Article by Branislav Pekic. Click subscribe to sign up to ESM: European Supermarket Magazine.

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