The Hain Celestial Group, Inc., Melville, N.Y., said it purchased the Europe's Best line of all natural, frozen fruit and vegetable products in Canada from The J.M. Smucker Company, Orrville, Ohio. Terms were not disclosed. Officials said Europe's Best will become part of Hain Celestial Canada.
"Consumers striving for wellness are increasing their consumption of antioxidant rich fruits and vegetables," said Irwin D. Simon, Hain Celestial president and CEO. "Our entry into this growing $385 million Canadian category of frozen fruits and vegetables complements our product offerings while providing us with a new category for potential growth.
"With this strategic acquisition we plan to expand Europe's Best product lines into other channels of distribution in North America, and we will leverage the talented team we have in place at Hain Celestial Canada."
Officials say Europe's Best product line includes 24 premium fruit and vegetable products distributed in Canada. All Europe's Best products are washed and individually quick frozen, by means of a flash freeze process, to retain flavor and freshness and preserve nutritional value.
"We're excited to be adding the Europe's Best brand to our portfolio," added Beena Goldenberg, president of Hain Celestial Canada. "Value added product offerings like Europe's Best Fruit Essentials antioxidant blends and Roasted Gourmet Frozen Vegetables meet the increasing consumer demand for convenience in better-for-you products.
"We plan to cross-promote Europe's Best with other Hain Celestial brands to create healthier eating options including smoothies and yogurt. We also expect to expand into organic fruits and vegetables and drive multi-brand growth with product extensions and on-the-go product offerings."
Hain buys Smucker's frozen fruit, veggie line
October 12, 2011