Bakers Journal

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General Mills to sell European dough businesses to Cérélia


November 24, 2021
By Bakers Journal

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Minneapolis – General Mills has agreed to sell its European dough businesses to Cérélia, a company that manufactures ready-to-bake dough.

The proposed transactions would include General Mills branded and private label dough businesses in Germany, the United Kingdom and Ireland, including the Knack & Back and Jus-Rol brands. Each of the transactions is expected to close by the end of fiscal 2022, with the German transaction subject to appropriate labour consultations, regulatory approvals and other customary closing conditions.

These divestitures represent another step in the General Mills Accelerate strategy, which includes increasing its focus on advantaged global platforms, among them Mexican food, premium ice cream and snack bars.

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