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Valsoia will distribute Oreo O's cereals in Italy

The partnership between the Bolognese company and Weetabix is strengthened

A coup at the end of the year for Valsoia which has finalized an agreement, effective from 1 January 2021, with Weetabix Ltd, an English company controlled by Post Consumer Brands LLC, for the exclusive distribution in Italy of OREO brand breakfast cereals O's, the production and marketing of which has been licensed to Weetabix Ltd by Mondelez International (owner of the brand). In this way the collaboration between Weetabix and Valsoia, the historic exclusive distributor in Italy for Weetabix brand cereals, is strengthened.

The breakfast cereals market is growing in Italy and, by 2020, it is expected to reach a value of more than 370 million Euros for consumption. It is estimated that the entry of OREO O's brand cereals could exceed 4 million Euros for consumption in the first years of distribution. "Oreo is one of the most valuable brands in the world and has greatly contributed to the growth of each category it has entered over the years", commented Lorenzo Sassoli de Bianchi , President of Valsoia. "The entry into the cereals segment therefore promises to be of great interest for the growth of this market, also following the excellent results already achieved in the American market".

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EFA News - European Food Agency