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FrieslandCampina offloads juice maker Riedel to Standard Investment

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Dutch dairy company FrieslandCampina has agreed to sell fruit juice unit Riedel as demand in the category drops.

Riedel was founded in 1879 as a producer of fruit juices

Riedel was founded in 1879 as a producer of fruit juices

Holland-based investment group Standard Investment will take control of Riedel and its brands, which include Appelsientje and CoolBest, for an undisclosed fee. Riedel will join Standard Investment's other food and beverage acquisitions such as Burger King Netherlands and pre-baked bread producer Dutch Bakery.

Announcing the deal, Standard Investment said Riedel is an important expansion to its portfolio. 

"Riedel has developed itself to become market leader in ambient and chilled juices and fruit drinks in the Netherlands since the 1970s," the company said. "However, we drink as a whole about 25% less fruit juices than we did ten years ago and this has had an impact on Riedel."

The company said it hopes to expand entrepreneurship in Riedel and emphasise the benefits of fresh and other fruit juices for a well-balanced lifestyle. 

Riedel was founded in 1879 as a producer of fruit juices and today has turnover of about EUR125m (US$147m) with 200 employees. It is based in Ede and has its own production and packaging facilities.

The sale comes after FrieslandCampina said in February it was searching for a buyer for Riedel.

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