Europe Snacks wants its appetizer cakes to cover Europe

Posted on July 1, 2021 at 4:31 pm

After ending 2020 with a turnover of EUR 380 million, up 10%, Wendy Group Europe is entering a new phase of snacks growth. Still backed by its reference shareholder Apex Partners, the maker of aperitif cakes under the private label is targeting 800 million euros in sales by 2025 “to become the European leader in snacks”, announced its president tienne de Count.

The Saint-Denis-la-Chavase group has launched the first transformation plan of 50 million euros over three years until 2023. With 2,100 employees and 8 production sites in three countries (United Kingdom, Spain and France), the company relies on the best program (Build Europe Snacks Together) to bring about a real cultural change in teams around common objectives and from one country to another. Wants to promote transfer of technologies to another country.

a more participatory management method

. This includes relying on employee initiatives to reduce waste rates, improve safety and working conditions.

Innovation is the second pillar of this action plan. It relies on two research centers in France and Spain to improve the cuisine. Europe Snacks is working to develop healthier products, after reducing salt and fat levels, using 100% local wheat, and offering gluten-free cookies. “We are the only ones to offer organic products in all our categories: Extrudates, Snacks, Tiles, Poppies, Crisps, Tiles, Crackers and Tortillas”, assures Etienne Lecomte.

Apart from these innovations, work on packaging with the promise of being the most virtuous company. The 100% range should be offered in recyclable packaging by 2025.

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It remains to maintain margins in the context of rising prices of raw materials, energy and transport. “We are counting on solid partnerships that bind us with distributors to embrace these growth”, summarizes tienne Lecomte.

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