Dr. Schär acquires The Hero Group’s Semper gluten-free business in the Nordics, strengthening its presence in the food and beverage industry.
The acquisition includes Hero’s gluten-free crisp bread factory in Korsnäs, Sweden, enabling Dr. Schär to expand its product offerings.
During a transitional period, Dr. Schär will have the right to use the Semper brand name for gluten-free products, enhancing its brand recognition.
Hero will continue to focus on selling Semper-branded baby milks, baby food, and snacks, streamlining its business strategy.
Financial details of the transaction have not been disclosed, maintaining confidentiality in the deal.
The transaction is expected to be effective on 31 December, pending the completion of union negotiations and formal transaction procedures.
“The expansion of Dr. Schär in the Nordics will enable us to further our mission of improving the lives of consumers with special dietary needs,” stated Hannes Berger, CEO of Dr. Schär, emphasizing the company’s commitment to meeting consumer demands.
The Korsnäs plant, which produced approximately 900 tons of gluten-free crispbread in 2022, is known for its wide range of gluten-free crispbread varieties.
Hero acquired Semper in 2006, a brand that generates sales of approximately SKr1.5bn ($136.3m), highlighting the brand’s success in the Nordic market. Semper employs around 275 individuals in the region and operates another factory in Götene, Sweden.
“The divestment is part of the company’s long-term strategy to focus on our core categories of baby and toddler food, snacks, and natural spreads,” explained Hero CEO Rob Versloot, clarifying the rationale behind the transaction.
According to a Semper spokesperson, the company decided to divest its gluten-free business in order to concentrate its resources and expertise on core categories such as baby and toddler food, healthy snacks, and infant nutrition, emphasizing the company’s commitment to long-term success.
Dr. Schär, a family-owned company specializing in gluten-free foods, has generated revenue of €480m ($518m) across the group, supplying retail and food service customers. The recent investment in Spain has further expanded its production capacity, enabling it to serve European markets effectively.
In addition to its operations in Spain, Dr. Schär operates manufacturing facilities in the UK, Italy, Germany, and Austria within Europe, as well as in the US, Turkey, and Brazil.
Earlier this year, Dr. Schär appointed Hannes Berger as the new CEO, tasked with leading the global expansion of the company. This leadership change reflects the company’s ambition for growth and success in the food and beverage industry. Former CEO Philipp Schoeller resigned in late 2022.
