Building a better business
At the time of its acquisition by TowerBrook, Van Geloven was at an inflection point. Its new management team was seeking to secure further growth via geographic expansion, add-on acquisitions and the development of operational and manufacturing excellence.
In particular, an ambitious and innovative Corporate Sustainability Program had been drawn up. TowerBrook supported Van Geloven’s management to pursue this program, which focused on three areas: sustainable production, transparency with both customers and the media and the quality, auditing and traceability of raw materials.
New, low-fat and vegetarian recipes were designed to capture a greater share of a market increasingly keen to eat healthier food. Initiatives included oven-prepared rather than deep-fried products and the introduction of a range of vegetable-based snacks. A salt reduction policy was applied to snacks and spring rolls, and artificial additives such as MSG and E621 were eliminated.
Van Geloven’s strategy to develop healthier products, together with its strong market position and increased profitability, proved attractive to McCain, which purchased a majority stake in the business in 2016.