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Mondelēz International has announced the acquisition of a “significant majority stake” in Evirth, a leading cakes and pastries manufacturer in China. The financial terms of the deal were not disclosed. This move is seen as a strategic step to accelerate Mondelēz’s growth in the cakes and pastries category, which is a core focus for the company alongside chocolate and biscuits.
This acquisition aligns with Mondelēz’s strategy of expanding its presence in various snacking categories. The company has already made investments in Evirth to develop frozen-to-chilled cakes and pastries featuring brands like Oreo and Philadelphia in China.
Mondelēz’s expansion in the cakes and pastries sector has been driven by recent acquisitions, including Give & Go in the U.S. and Chipita in Central and Eastern Europe. By tapping into the equity of its well-known brands like Oreo and Cadbury, Mondelēz aims to increase sales and presence in different consumption occasions, such as birthdays.
The stake in Evirth will position Mondelēz to capitalize on the growing market for frozen-to-chilled cakes and pastries in China, which is estimated at $3 billion and has a strong growth potential. Overall, this acquisition reflects Mondelēz’s ongoing strategy of acquiring companies globally to enhance its portfolio and drive growth.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
