Ferrero merges Michel & Augustin and Delacre biscuit brands
- Location
- Belgium / France · 🇧🇪 Belgium / France
- Sector
- Food
- Organisations
- Fine Biscuits Company (Ferrero-Tochter, Belgien — Marke Delacre) ↔ Michel & Augustin (Frankreich)
- Transaction
- Consolidation of intra-group brand operations
- Volume
- not disclosed (intra-group consolidation)
- Status
- announced
Italian group Ferrero is consolidating its two biscuit brands: France's Michel & Augustin is being folded into Belgium's Fine Biscuits Company, which has owned the heritage brand Delacre since 2016. Both brands will continue to operate separately with their distinct positioning; Ferrero expects cost efficiencies, faster innovation and a stronger position in the biscuit market. The background is Delacre's weak 2025, with a net loss of €38.3m on revenue of €136m.
Source: retaildetail.eu ↗ · Archived copy ↗
Evidence: one source · archived copy saved · How well sourced is Eurotrack?
More from: 🇧🇪 Belgium · 🇫🇷 France