Royal FrieslandCampina has announced that it is investigating the sale of Riedel, market leader in the field of fruit juices and fruit drinks in the Netherlands.
Royal FrieslandCampina has announced that it is investigating the sale of Riedel, market leader in the field of fruit juices and fruit drinks in the Netherlands. The brand portfolio of Riedel includes Appelsientje, CoolBest, DubbelFrisss, Taksi and Extran. Riedel is located in Ede and has its own production and packaging facilities.“Following the update of our company strategy route2020, in which we increased the focus on the dairy portfolio, we are investigating the sale of our fruit juices and fruit drinks activities,” said Roelof Joosten, CEO of Royal FrieslandCampina. “Since the early nineteen seventies, our fruit juices and fruit drinks manufacturer Riedel has developed itself to become market leader in ambient and chilled fruit juices and fruit drinks in the Netherlands. Its professional and committed employees have been instrumental in achieving that success. FrieslandCampina wants to ensure Riedel is best positioned to anticipate and respond to changing customer requirements and consumers habits. Therefore we believe it is important for Riedel to take the next step in its development.”Riedel is said to be market leader in the Netherlands with a broad product range of both ambient and chilled fruit juices and fruit drinks. The product assortment is marketed in the Dutch and Belgian markets and sold in supermarkets, catering establishments, canteens, petrol stations and vending machines amongst others.Riedel has been active in producing mineral waters, fruit lemonades and fruit drinks since 1879. In 1973, the company introduced its first fruit juices packed in convenient, space-saving cartons under the Appelsientje brand. This was a novelty in the Netherlands at that time. Taksi was launched into the market in 1985, CoolBest in 1995 (the first chilled fruit juice in the Netherlands) and DubbelFrisss in 1996. The various brands were renewed with refreshing flavour combinations throughout the years. Riedel also produces sports drinks under the Extran brand name. Consolidated net sales of fruit juices and fruit drinks for the year 2016 amounted to approximately €125 million. Riedel employs 200 people.