- PRÉSENTATION -
Creation of a future French confectionery and chocolate champion
In May 2017, Eurazeo created CPK Group, a future French confectionery and chocolate champion, by combining a portfolio of fully-owned iconic European brands, including Carambar, Poulain, Krema, La Pie Qui Chante and Terry’s, as well as the Pastilles Vichy, Rochers Suchard and Malabar bubble gum licenses.
The new group and its wholly-owned operating subsidiary, Carambar & Co, has over 900 employees. It owns five production sites in France (Blois, Marcq-en-Baroeul, Saint-Genest, Strasbourg and Vichy), operated by 750 employees.
- INVESTMENT CASE -
What is the objective?
Ambitions are high for this investment – to forge a major group in the confectionery and chocolate sector in the medium term. Accordingly, CPK’s strategy focuses primarily on increasing plant production volumes by reviving the heritage portfolio brands. Given their potential and the production sites’ available capacity, CPK’s ambition is to create a sector champion. To reach this objective, marketing and advertising investments will be almost tripled.
How will Eurazeo support CPK?
Eurazeo will assist the management team with the definition of its strategic and operational plan. A plan transferring certain production lines in from Mondelēz International and out from CPK sites has already been defined to ensure the independence of CPK’s industrial activities within two years. A budget of nearly €35 million will be allocated to an industrial investment program, with the objective of 100% of CPK products “Made in France” by 2020. In the meantime, Mondelēz International will continue manufacturing a reducing portion of certain CPK catalogue products.
CPK will also benefit from Eurazeo’s market knowledge and expertise in the areas of transformation and development, as well as the human and financial resources necessary to achieve the Group’s proactive strategy.