Simplot boosts its sauce brand assets

Simplot Australia has announced the acquisition of Chicken Tonight, Raguletto and Five Brothers from Symington’s Australia.

The purchase of Raguletto and Five Brothers provides a significant boost and strengthening of Simplot Australia’s position within the competitive pasta sauce category where its Leggo brand is already market leader in the premium segment.

Simplot Australia Managing Director Terry OBrien says that the purchase of Chicken Tonight will also deliver growth for the business with a new entry into the simmer sauce category of wet cooking sauces.

“It has been a strategic acquisition for us as the brands have great synergy with our current portfolio,” he said. “It will allow us to be an even more effective competitor within the Australian pasta sauce market and provides opportunity through innovation to meet emerging consumer preferences in Australia, New Zealand and Asia.”

Mr OBrien says Simplot will work with Symington’s management over the next few weeks to systematically transition the products into Simplot’s system and processes.

The brands, which Symington’s Australia took control over in early 2013 through a licensing deal with Unilever, are currently produced at Unilever’s factory in Tatura, Victoria.