Orkla sells Vestlandslefsa to Focus on Pizza

Orkla will focus on pizza

writer icon Lily Olsson     Alan Hardman   |   Business     🕐 15. Jun. 2020

Orkla Foods Norge has signed an agreement to divest the Vestlandslefsa brand.

The purpose of the sale is to streamline the portfolio and concentrate production at Stranda in Norway on pizza.

Baxt Takes Over
The buyer is Danish Skagerrak-Holding AS and its subsidiary Norwegian Baxt Lierne AS.

Baxt is a well-known supplier of bakery products to the Norwegian grocery sector, convenience stores, petrol stations and the out-of-home sector.

The agreement concerns disposal of the Vestlandslefsa brand, including recipes and production equipment.

It also includes the Li-Klenning trademark.

The Vestlandslefsa Flatbread
The soft potato flatbread business became part of Orkla through the acquisition of Rieber & Søn back in 2013.

Orkla’s net sales revenues, from these products which are to be divested, totalled around NOK 20 million in 2019.

“Vestlandslefsa has a long history and is a favourite of many Norwegian consumers," said Paul Jordahl, CEO of Orkla Foods Norge.

And continued: "We are glad that the business will be continued in the Baxt group. The sale is part of Orkla’s strategy to concentrate resources on our priority growth areas.”

The parties have agreed not to disclose the selling price.

The agreement will be effective from 6 July 2020.

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