March 2007
Dr. Oetker enters UK baking market with SuperCook acquisition
Dr. Oetker, a family-owned German food group with a strong baking heritage, has entered the UK home baking market through the acquisition of SuperCook - the market-leading brand from Hero AG. The acquisition will give Dr. Oetker the No.1 brand in the UK home baking market, adding to its existing portfolio of brands including Pizza Ristorante and Onken, which operate across the frozen food and chilled yogurt and dairy categories respectively.
The acquisition of SuperCook LLP (formerly Hero UK LLP) is in line with Dr. Oetker’s strategy of becoming market leader in each of its active markets. Dr. Oetker will look to develop and build a strong ambient business around the SuperCook brand, further strengthening the company’s leading position for branded baking products within Europe. There is also a natural cultural fit between the two companies; both are traditional family-owned businesses and have a reputation for developing innovative and quality branded products.
SuperCook LLP will maintain responsibility for the SuperCook baking aid and decoration branded business in the UK and Ireland. The SuperCook business generated sales of over £40m in 2006 and will continue to operate from the Sherburn site in Leeds, which employs 140 people.
Richard Ilsley will continue in his capacity as Managing Director of the SuperCook LLP business reporting directly to Dr. Oetker’s main board in Germany. Peter Franks continues in his role as Managing Director of the frozen and chilled businesses of Dr. Oetker UK Ltd and joins the board of SuperCook LLP.
Ilsley commented; “Dr. Oetker has a strong heritage in the baking category with a wide portfolio of quality products on sale across Europe. The acquisition of SuperCook provides a strong platform from where the Dr Oetker range of baking products will be launched into the UK market place”.
Dr. Oetker UK Ltd.
· Part of the Dr. Oetker group, a privately owned family company founded in 1891 by Dr. August Oetker, a pharmacist with a great love of high-quality food.
· Holding company Dr. Oetker International, based in Bielefeld, Germany, operates in over 30 countries across the world and in 6 distinct divisions - food, shipping, luxury hotels, finance, brewing and sparkling wine.