Ferrero merges Belgium's Delacre with France's Michel & Augustin

What's the deal? The FerreroDealroom has a profile for this one. Try Dealroom → Group, the Italian confectionery company behind Nutella, has combined French biscuit maker Michel & AugustinDealroom has a profile for this one. Try Dealroom → with its Belgian peer Delacre. The move brings the two cookie brands under one roof within Ferrero's portfolio.

What's the endgame? Ferrero is best known for Nutella, but it has steadily expanded across sweet snacks and biscuits. Folding Michel & Augustin into Delacre consolidates its cookie operations.

The signal: The tie-up points to Ferrero building scale in biscuits beyond its core chocolate business, grouping regional brands to strengthen its position in the category.

Read more: De Tijd