Heinz sells a brand, will use the German factory to produce plastic packaging products

H.J. Heinz has sold its Sonnen Bassermann brand to Struik Foods Europe. Terms of the transaction were not disclosed.

Heinz will retain ownership of the 431,000-ft² factory in Seesen, Germany and will use it to manufacture plastic packaging products.

Peter Boterman, corporate communications director for Heinz GmbH, told PlasticsToday the company sees strong potential for its ketchup, sauces, and condiments business in Germany. Heinz Ketchup market share in Germany grew from 21% in 2001 to 30% in 2012.

"As a consequence of this strategic focus, Heinz has sold its Sonnen Bassermann Brand to Struik Foods Europe," he said. "Heinz believes that, due to these investment priorities, the potential of the Sonnen Bassermann brand will be best utilized under different brand ownership with a company which can fully focus on exploiting the brand potential."

"Seesen will continue to produce shelf-stable soups, stews and meals, and focus on plastic packaging concepts, which are a growing segment in our European portfolio," he added.

Heinz acquired the Sonnen Bassermann brand in 1999 from Groupe Danone. The brand's product line in Germany includes shelf-stable soups in cans, stews, and tray meals. Struik Foods Europe, founded in 1950, is a manufacturer of chilled and shelf stable soups and meals.

"Selling the Sonnen Bassermann brand is in line with our European strategy of accelerating growth in our core category of ketchup and sauces, where Heinz is a branded leader," said Roel van Neerbos, president, Heinz Continental Europe. "We see strong growth potential for Heinz Ketchup in Germany, which is the third-largest ketchup market in Europe."