LONDON, ENGLAND — Associated British Foods plc (ABF) announced on July 6 the acquisition by Westmill Foods of Elephant Atta and smaller related ethnic flour brands from Premier Foods plc.
Elephant Atta was established in 1962 and is the leading ethnic flour brand in the U.K. The brand is sold in a variety of medium, self-raising, white, brown and wholemeal flours and is used to make chapatti and other unleavened flat bread for daily consumption. Westmill Foods is the U.K.’s leading provider of ethnic food products to ethnic retailers and wholesalers.
“Elephant Atta is the U.K.’s leading ethnic flour brand and will complement Westmill’s other leading ethnic brands including Tolly Boy rice, Rajah spices, Lucky Boat noodles and Patak’s pastes and sauces,” said George Weston, chief executive of Associated British Foods.
Premier Foods will continue to mill and package the flour with the brands being managed independently from Westmill Foods until regulatory approval is obtained. The cash consideration for the acquisition is £34 million.