Biscuit market records $5.2b boost

Central & Eastern Europe, Middle East & Africa’s largest food company, Yildiz Holding, has merged its core biscuit, chocolate, and confectionary businesses, to form a new global company, Pladis, worth $5.2 billion, to play in the market.

Biscuit market
Biscuit market

Yildiz businesses, which include United Biscuits, Godiva Cho-colatier, Ulker and DeMet’s Candy, will now be called Pladis in Nigeria to stir the market.

In a statement made available to The Nation, the new entity unites internationally recognised brands, such as McVitie’s, a leading biscuit brand in Nigeria with a heritage in the United Kingdom and Europe; Godiva, a leading premium chocolate brand worldwide; and Ulker, the leading biscuits and confectionery brand in Turkey and Middle East to form the $5.2 billion business, hence, positioning Pladis as a global leader in the category.

With this buy-in, A&P Foods Limited, the producers of McVities Biscuits in Nigeria, becomes a member of Pladis. Established in 2002, A&P Foods is a major player in the biscuit and confectionary categories in Nigeria, and also produces the Haansbro brand, a known brand in Nigeria’s biscuits and confectionery market.

Yildiz Holding Chairman, Murat Ulker, said: “Establishing pladis is the first step in realising the long-term strategy of Yildiz Holding. We are bringing together some of the world’s best loved brands and combining their 350 years of experience to form a new family company. We will be a global leader in biscuits and confectionery, and bring ‘bites of happiness’ to every corner of the world.

With 36 factories in 13 countries, including Nigeria, Pladis hopes to employ 26,000 people and be led by a senior leadership team, comprising Cem Karakas, CEO and Ali Ulker, Vice Chairman focusing on innovation and quality.

Accordingly, the company will operate on a regional basis, with each region responsible for the manufacturing and commercial activities of the full Pladis brand portfolio.

Pladis CEO, Cem Karakas, said: “We have significant growth ambitions for Pladis with the aim to outperform the category standard year-on-year.

“This is supported by our capital position and the strength of our manufacturing as one of only two companies in the world that produce such a broad range of biscuits and confectionery. As one global family, we can be more agile, allowing us to innovate around our products and develop more brand synergies – which are already benefitting our business.”