Nestle looks for pizza the action

Nestlé Deutschland AG bought out 49% of Germany’s second largest pizza manufacturer, Wagner, on January 1.

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By  Sarah Campbell Published  January 10, 2005

Nestlé Deutschland AG bought out 49% of Germany’s second largest pizza manufacturer, Wagner, on January 1. With a market share of approximately 33% and turnover of around US $260 million, Wagner holds a strong position in the German frozen pizza market. The range includes the Steinofen-Pizza, La Pizza and deep frozen snack products. “We are delighted to be able to contribute from now on to the unique Wagner business success story,” says Patrice Bula, chairman of the Nestlé Deutschland AG board. “With brands like Maggi, Thomy and Buitoni, Nestlé has a long and comprehensive experience in culinary. Therefore, we see together great opportunities to develop the business further, combining the Wagner management strengths, their strong brand equity and their product quality with Nestlé Group’s global sales reach, our marketing know-how and research, and development competencies.” Wagner’s managing directors will continue to manage the business. A proportionate membership board of directors, under the chairmanship of Nestlé Deutschland AG’s chairman, will control the strategic direction. In the Middle East, Nestle recently re-launched Coffee Mate with a new look and taste. Available in a 400g jar for both the original, and Lite variants, as well as in a 2 x 450g bag-in box as an economical direct use or re-fill offer, Nestle has introduced a new 170g size, available as a trial pack.

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