Danone Agrees to Sell Swedish Probiotic Brand ProViva to Lactalis
The contract was signed with ProViva’s minority owner, Skånemejerier Ekonomisk förening, a dairy cooperative. If approved, the ProViva brand will become part of Skånemejerier, a Lactalis subsidiary known for producing cheese, yoghurt, and milk products for the Swedish market.
ProViva has been producing probiotic fruit juices for the Swedish market, offering flavors such as raspberry, rosehip, blueberry, and blackcurrant. Danone, which acquired a controlling stake in ProViva in 2010, stated that the decision to sell aligns with its strategic focus on core products and addressing unused production capacity at the Lunnarp facility.
The deal is anticipated to be completed in the first half of the following year. Commenting on the acquisition, Cecilia von Perglas, CEO of Skånemejerier, highlighted the strategic importance of this purchase for their Swedish operations, which will add over 80 employees to their current workforce of 800 in Sweden.
Ignasi Argente, General Manager of Danone’s Nordics and Baltics market, expressed satisfaction with the agreement, emphasizing the significance of partnering with a local and well-known buyer with strong regional roots.
