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HomeNewsPrivate LabelRoyal Unibrew Buying Soft Drinks From Heineken for EUR300 Mln

Royal Unibrew Buying Soft Drinks From Heineken for EUR300 Mln


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Royal Unibrew Buying Soft Drinks From Heineken for EUR300 Mln


Royal Unibrew, a Danish beverage company, has reached an agreement to acquire Vrumona, a soft drinks manufacturer based in the Netherlands, from Heineken.

The acquisition is valued at 300 million euros ($327.4 million). Vrumona is known for producing various own brands, including Royal Club, Sisi, Sourcy, and Sourcy Vitamin Water, as well as partner brands like 7 Up, Pepsi, and Rivella. The majority of Vrumona’s product portfolio focuses on the no/low sugar and calories segment. With seven production lines and an annual output of approximately 3.1 million hectoliters, Vrumona’s facility will provide Royal Unibrew with additional production capabilities. Royal Unibrew also intends to leverage spare capacity to support its global production footprint.

According to Royal Unibrew Chief Executive Lars Jensen, Vrumona will serve as a new growth platform for Royal Unibrew in continental Europe and is anticipated to contribute to organic earnings growth in the coming years. Vrumona recorded net revenue of EUR200 million in 2022, with normalized earnings before interest, tax, depreciation, and amortization (EBITDA) of EUR25 million.

Royal Unibrew has stated that the acquisition is projected to have a positive impact on earnings per share by 2024. The completion of the deal is expected to take place in September or October of this year, pending regulatory approval.



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