Riedel is based in Ede, the Netherlands, where its portfolio includes Appelsientje, CoolBest, DubbelFrisss, Taksi and Extran. It generated approximately €125m ($132m) sales last year and employs 200 people.
Route2020 strategy
In a statement to employees, trade unions, customers and suppliers, Roelof Joosten, CEO, Royal FrieslandCampina, said after focusing on its Route2020 strategy to expand its dairy portfolio, it is investigating the sale of Riedel.
“Since the early 1970s, our fruit juices and fruit drinks manufacturer Riedel has developed to become the market leader in ambient and chilled fruit juices and fruit drinks in the Netherlands,” he said.
“Its professional and committed employees have been instrumental in achieving that success.
“FrieslandCampina wants to ensure Riedel is best positioned to anticipate and respond to changing customer requirements and consumer habits. Therefore we believe it is important for Riedel to take the next step in its development.”
Dutch & Belgian markets
Riedel’s ambient and chilled fruit juices and fruit drinks is marketed in the Dutch and Belgian markets and sold in supermarkets, catering establishments, canteens, petrol stations and vending machines amongst others.
It has been active in producing mineral waters, fruit lemonades and fruit drinks since 1879 and in 1973 launched the first fruit juices packed in cartons under the Appelsientje brand, which was a novelty in the Netherlands at the time.
The company, which is part of FrieslandCampina Consumer Products Europe, Middle East & Africa, launched Taksi in 1985, CoolBest in 1995 (the first chilled fruit juice in the Netherlands), DubbelFrisss in 1996 and produces the sports drink Extran.