潜水简报:
- Leaf Brands, the maker of Hydrox sandwich cookies and owner of a half-dozen legacy candy brands, has said it will make a bid on Nestle's U.S. candy business,according to The Orange County Business Journal。该公司与瑞士省级汇率相比，该公司去年销售额为500万美元，而达到9.22亿美元Nestle’s U.S. confectionery business.
- Leaf's main product is its Hydrox sandwich cookies, along with two former Nestlé products, Wacky Wafers and Tart ‘n Tinys. Leaf CEO Ellia Kassoff said new and relaunched products, along with a big marketing push, are expected to quadruple the company's sales in 2018.
- Leaf is one of several bidders expected for Nestle's U.S. candy business, withFerrara Candybeing another contender.“We know (more) about Nestle than most of the other bidders [that] have limited or no candy industry experience,” Kassoff told the business publication, explaining that distribution would be “a huge advantage” for a combined company. He also said the bid is likely to receive less antitrust scrutiny from the Federal Trade Commission.
潜入洞察力：
Ellia Kassoff seems undaunted by his company's minor player status in theNestlebidding scene. “We’re obviously the small guy, but we’re the value-add guy,” he told OCBJ, adding that his firm brings expertise in operations and in the industry at large. Leaf currently sells its products in about 3,000 locations, including Kroger stores, Big Lots and Cracker Barrel.
Nestléannounced今年夏天早些时候，它将为其美国糖果行动提供娱乐，虽然这笔交易不会包括其着名的收费屋烘焙产品。瑞士的公司表示将继续投资美国，并计划扩大其宠物护理，瓶装水，冷冻膳食，婴儿食品和冰淇淋产品。
Nestle's sale of its U.S. candy business is making waves in an already fiercely competitive market. Hershey —which makes Reese's, York Peppermint Patties and its namesake chocolate bars — and Mars — whose brands include Twix, Snickers and M&Ms — together controlnearly 75% of the marketin 2016. Both of those companies are expected to bid on parts of Nestlé's candy business.
Mondelez International，其品牌包括Oreo和Cadbury，被认为是雀巢的糖果业务的可能投标人，直到CEO Irene Rosenfeldindicated该公司与其目前的投资组合“相当满意”，并计划继续扩大美国和中国的巧克力市场。
According tomarket share data从2016年10月8日止52周的尼尔森，雀巢在美国糖果，火星后面的美国糖果市场排名第五，Mondelez.和Lindt/Ghirardelli.
鉴于叶品牌竞争的规模，它似乎不太可能会看到与令人垂涎的糖果品牌交易。不过，卡萨夫告诉ocbj的报价是严重的。它对谁确实可以陷入困境是有趣的Nestle'sU.S. candy business, and how the deal will shape the competitive sweets industry.
