Innovation has become an immediate priority for the newly established Vandemoortele Délifrance bakery group as it pursues expansion despite a smaller UK manufacturing base.
The merger of the two international frozen bakery businesses has formed a group with combined sales approaching €2.2bn (£1.8bn). Together, the companies employ approximately 6,000 people across 41 manufacturing locations in Belgium, France, the UK, Italy, Spain, Germany, Poland, the US, China and Thailand. The enlarged business supplies customers in more than 90 countries.
The European Commission approved the transaction on 18 December 2025, subject to the sale of Délifrance’s facilities in Béthune and Avignon, along with associated French customer accounts. In the UK, however, the businesses continued to operate independently under an Initial Enforcement Order (IEO) while the Competition and Markets Authority (CMA) investigated possible competition issues relating to frozen laminated dough supplies.
The CMA later approved a remedy involving the sale of Vandemoortele’s Worcester factory and its UK sales operation in Staines-upon-Thames. That decision enabled the deal to receive final clearance earlier this month and allowed the combined bakery business to officially launch as Vandemoortele Délifrance.
Vandemoortele, a family-owned company, was established in Belgium in 1899 and now has its global headquarters in Ghent. Délifrance began trading in 1978 and is headquartered in Ivry-sur-Seine, a suburb of Paris.
The companies’ combination brings together two complementary bakery traditions. Vandemoortele contributes its established bakery operations and manufacturing expertise, while Délifrance adds French bakery craftsmanship, a recognised brand and close customer relationships. “Together, they create a unique European bakery platform with the scale, offer breadth and expertise to serve all customers across channels and markets – and the ambition to shape what comes next in bakery,” commented Marc Croonen, chief human resources, sustainability, EHS & communication at Vandemoortele.
Speaking to British Baker, Croonen identified customer continuity as the group’s immediate priority. “We are dedicated to keep supplying them with our great products and keep our service levels high,” he expressed. He also acknowledged that the two organisations would need time to understand each other’s strengths and identify further improvements in innovation, customer service and operational performance.
Because the Worcester pastry plant is being sold as a functioning business, Vandemoortele Délifrance does not plan to move its current output to Délifrance’s two UK bread factories in Wigston, Leicestershire, and Southall, West London. “As a result, the operational synergies are more limited than in some other markets,” noted Croonen.
Nevertheless, the two businesses have complementary ranges, capabilities and technical knowledge that could support substantial commercial development. Both companies offer extensive pastry and bread portfolios, while the merger strengthens the proposition available to UK customers in segments including focaccia, savoury pastries, doughnuts and muffins.
The group regards Britain as a strategically important market. Croonen described the UK as “one of the core markets in Europe and an important growth market”, reaffirming the company’s intention to invest in long-term development. He highlighted the country’s “sophisticated retailers and foodservice customers, high expectations on quality, service and innovation, and consumers with a strong appetite for the categories in which we operate”.
Against this backdrop, Vandemoortele Délifrance intends to bring “plenty of innovation” to the UK market. “This is one of the areas we’ll work hard on in the immediate future,” asserted Croonen.
The end of the IEO also gives the group greater freedom to assess its manufacturing footprint and determine future investment requirements. “We will review our capex plans with a focus on the capabilities and investments needed to support our customers and future growth in the UK,” said Croonen.
These plans will be shaped by major food and beverage industry trends, including changing food drink consumer trends, advances in food processing technology and evolving food manufacturing trends. The business will also need to respond to food distribution trends, food and drink packaging expectations, food and drink regulations and growing demand for food and drink sustainability. Together, these factors are accelerating food and drink industry innovation and influencing food and drink marketing across retail and foodservice.
The group’s global leadership arrangements remain unchanged following completion of the merger. Yvon Guérin continues as Vandemoortele Group chief executive, a position he has held since 2020. Peter Boone remains managing director of Vandemoortele’s bakery products division, while Robert O’Boyle continues as Délifrance chief executive, entering his sixth year in the role.
Richard Freeman, meanwhile, has moved into the position of general manager for bakery products in the UK and Ireland at Délifrance. He previously served as the company’s regional commercial director for just over four years.
