Belgian dessert manufacturers Dessert Factory and Verbau have merged to create a new entity called Mellow.
Established in 2007 in Villers-le-Bouillet, Liège, Dessert Factory specializes in baked desserts such as moelleux and cheesecake. On the other hand, Verbau, founded in 2010 in Leuze-en-Hainaut by Antoon Verschelden, is renowned for its raw desserts like mousse, tiramisu, and bavarois.
With this merger, Mellow is set to operate from three production sites located in Villers-le-Bouillet, Leuze, and a newly acquired facility in Estrées-Deniécourt, northern France. The company employs over 250 individuals across these locations, producing private-label dessert products for major retailers, licensing national brand desserts, and manufacturing goods under its own brand.
Sébastien Dryon, the CEO of Mellow, emphasized the importance of maintaining human and social values despite the company’s growth. He stated, “Despite Mellow’s growth, it was crucial for us to do everything possible to preserve the human and social values at the core of our DNA.” To guide daily operations, Mellow has developed a comprehensive roadmap that prioritizes employee development, reducing environmental impact, equitable profit distribution among stakeholders, and forging strong partnerships.
Mellow projects an ambitious sales forecast, expecting to generate €100 million ($109.8 million) by 2024, with a target of €120 million by 2026. The company also highlighted its focus on international expansion, noting that 85% of its revenue comprises exports.
Dryon added, “Currently, our largest market remains western Europe, including Benelux, France, Germany, Spain, and the UK. The US also holds promising potential, where we already generate 20% of our revenue.” He further stated, “What’s next? Further developing our presence in markets like Australia, New Zealand, Japan, China, and more.”
For those interested in further insights into the food and beverage industry trends or seeking to stay updated on food and drink consumer trends, Mellow’s journey embodies significant developments in the food and drink business landscape. The merger not only enhances their product offerings but also positions them strategically for growth in key international markets.
