Amira Nature Foods acquires rice brands from Euro Basmati
Amira Nature Foods, a global company that offers branded, packaged specialty rice, has acquired a portfolio of packaged specialty rice brands from Euro Basmati in Germany.
The acquired brands include Al Amir, Al Hakim, Bano, Dalia, Hanna and Shah Pari, which are sold in the ethnic channel in Germany.
Amira chairman and chief executive officer Karan Chanana said: “We are pleased to announce this strategic and complementary acquisition.
“We believe that our team can quickly leverage the strength of these brands and there continues to be many opportunities ahead for us to expand our global business in both emerging and developed markets as we look to capitalise on the strong demand and favorable industry dynamics for branded, packaged, premium specialty rice.”
In 2013 December, Amira forayed into the German market with the acquisition of Amira Basmati Rice Gmbh Eur.
Amira Basmati Rice CEO Tobias Strerath said: “The addition of these specialty, packaged rice brands to our existing portfolio will help us strengthen our presence in the key markets of Hamburg and Berlin and creates a great opportunity to bring competitive ethnic brands to our other national and international customers.”
Currently, the company sells its Amira, Atry, Sadry, Sativa, Scheherazade and Sultan rice brands through retailers such as Edeka, Metro and Rewe in Germany, as well as in the neighbouring European countries.