Italian plant-based company Valsoia is making significant strides in the food and beverage industry trends by entering the kefir drinks market. This move comes through the acquisition of a 70% stake in Slovenia’s Kele & Kele, known for its Krepko brand of kefir. Valsoia has invested approximately €3 million ($3.5 million) in this venture, valuing Kele & Kele at an enterprise total of €5.4 million.
The Bologna-based company has the option to acquire the remaining 30% from Kele & Kele’s founders after a period of three years. Importantly, the management team of Kele & Kele will continue to oversee operations during this transition.
In a recent statement, Valsoia indicated that this acquisition allows the brand to establish its foothold in “a strongly developing market with a leading brand, driven by the growing demand for healthy and natural foods.” This aligns well with current food and drink consumer trends favoring wellness products.
Founded in 1992 by the Kelečevič family, Kele & Kele has focused primarily on the Slovenian market, operating near Ljubljana. The company serves retail and foodservice clients and boasts a 30% market share in the local kefir sector.
Valsoia’s Chairman, Lorenzo Sassoli de Bianchi, emphasized the strategic importance of acquiring the Krepko brand, stating, “The acquisition of the kefir brand Krepko represents a transaction of significant future value for our company.” He further highlighted the advantages of entering “the extremely dynamic Kefir market with the leading brand in Slovenia, recognized for its unique, premium positioning in authentic traditional kefir.”
This acquisition diversifies Valsoia’s portfolio, which already includes a range of plant-based meals, desserts, spreads, condiments, gelato, and oat drinks. The increasing popularity of kefir, particularly among consumers mindful of gut health, offers Valsoia a strategic opportunity for growth beyond traditional markets in Eastern Europe.
In related news, Biotiful, a UK-based kefir company founded in 2012, has also seen recent acquisition activity. The brand was acquired by the European dairy giant Müller this year for an undisclosed amount, reflecting the ongoing shifts in the food and drink business landscape.
As Valsoia continues to explore opportunities within the food and beverage industry, it will be interesting to observe how these dynamics influence its market positioning and long-term growth strategies.
For businesses looking to excel, understanding and adapting to these food and drink consumer trends is essential.
