PARIS – The Cerelia Group has agreed to acquire the European pulp business of General Mills, Inc. Terms of the agreement were not disclosed.

The proposed acquisition includes General Mills’ branded and private label pulp businesses in Germany, Ireland and the United Kingdom. The Knack & Back and Jus-Rol brands are also part of the agreement.

“These divestitures represent another step in General Mills’ acceleration strategy, which centers on clear priorities on where to play – across geographies as well as platforms and brands – to generate superior returns. long term for shareholders, ”General Mills said. “Internationally, the strategy includes efforts to reshape the company’s portfolio for sustainable and profitable growth with a greater focus on beneficial global platforms, which include Mexican food, premium ice cream and snack bars. “

Cerelia is a manufacturer of frozen and chilled dough. The company reported 2020 sales of 500 million euros ($ 560 million), operates 10 manufacturing plants worldwide and employs approximately 1,600 people. Brands owned by the company include Creapan, Croustipate, Debora, English Bay, Jan and Pop Bakery.

Earlier this year, Cerelia acquired US Waffle, Greenville, SC, a private label waffle and pancake processor.

The transaction is expected to close by the end of General Mills’ 2022 fiscal year, which ends in May, and is subject to regulatory and closing conditions.