Catalyst has advised Daelmans, the Netherlands-headquartered food business, on its acquisition of Fabulous Bakin’ Boys. Catalyst was originally introduced to Daelmans by our international colleagues to support them on establishing a second home market in the UK through a focused acquisition strategy.
Daelmans, which was established in 1909 and also has sales operations in the UK and USA, manufactures a range of cakes and pastries for national and international private own labels. The business exports its products to over 30 countries and is the global market leader in stroopwafels (caramel waffles).
Fabulous Bakin’ Boys set up its manufacturing facility in Witney, Oxfordshire, in 1988, originally under the brand name Delicious Donut Co. In 1997 it rebranded to the Fabulous Bakin’ Boys as it expanded the range to include muffins, cakes, flapjacks and cupcakes. Its products are now stocked in all the major UK supermarkets and are known for their freshness, as they are individually wrapped, and strong affinity with families and children due to their use of natural colours and flavours, and being 100% nut free.
What difference did we make?
We worked with Daelmans for over 12 months to identify, build a relationship with the target company and then execute a cross-border transaction in a competitive sales process. We utilised our research team, network and experience in the food and drink industry to enable a successful deal on attractive terms for our client.