Rieber + Son: takes over United Pancakes AB

Bergen / NO. (rs) Norwegian Rieber + Son ASA has acquired pancake batter firm United Pancakes. BU Norway will go for chilled, ready-made pancake and waffle batter in the immediate future. Acquisition and further development of the company United Pancakes AB (UP) will pave the way for early positioning in the market. BU Norway Director Ingrid Tjøsvold: «This is a growing category, we will get in there early and see great opportunities in the time to come». UP has developed and patented a unique technology for packaging of chilled liquid batters. This gives the products a high and fresh quality with long shelf life, which will entail advantages in logistics in connection with production, distribution and rotation of the cooling disk. «We are buying the European rights to this technology. By adding our competence within flavouring, sales and brand building, we will create growth in this category», Tjøsvold commented. UP introduced chilled, ready-made pancake batter on the Swedish market in 2010, following up with new products such as waffle batter and American pancake batter in the autumn of 2011. In February 2012 they launched similar products on the Norwegian market. Rieber + Søn will continue with products in both the Norwegian and the Swedish markets. Sales will be coordinated with Rieber + Søn´s sales forces in Norway and Sweden. Rieber + Søn takes over United Pancakes AB on 01 May 2012.