New World Pasta to acquire pasta brands from Strom Products

New World Pasta Company, a subsidiary of Spanish company Ebro Foods, has entered into an agreement to acquire No Yolks and Wacky Mac dry pasta brands and certain assets from US-based Strom Products for $50m.

No Yolks dry pasta, a noodle-style product that was first rolled out in 1976, is cholesterol free, contains no saturated fat, and is high in fibre, and holds market shares of 15.4% and 29.4% in the US and Canada, respectively.

The Wacky Mac brand, also launched in 1976, is vegetable-based pasta featuring unique shapes and four colours.

Together, the brands are expected to generate sales of nearly $37.5m in 2011.

Ebro Foods chairman and CEO Antonio Hernandez Callejas said the acquisition of the No Yolks and Wacky Mac brands was consistent with the company’s strategic plan to expand its leadership position within the branded North American pasta business.

"They also enable the company to continue to capitalise upon the North American consumers’ keen interest in wellness-related products that enable them to live a healthier lifestyle," he added.

The deal is expected to be close by the end of this year.

New World Pasta is a leading branded pasta manufacturer in North America and owns brands such as Ronzoni, Creamette, Skinner, San Giorgio, Prince, Catelli, American Beauty, and Light & Fluffy.

It is a wholly owned subsidiary of Ebro Foods that markets rice brands such as Cigala, Brilliante, Nomen, Lustucru, Taureau Aile, Oryza, Bosto, Reis-Fit, Riceland, Danrice, and Risella and pasta and sauce brand Panzani.

Ebro Foods’ other subsidiary in the US, Riviana Foods, is a processor, marketer and distributor of branded and private label rice products in the US and it owns brands including Minute, Success, Mahatma, Carolina, River, Water Maid, Blue Ribbon, Wonder, Comet and Adolphus.