Press releases

Hero Nederland B.V. sells chilled juices business to Riedel Drinks

  • Breda company focuses on other growth segments

Lenzburg / Breda, September 3, 2019 – Hero Nederland B.V., part of the Hero Group, which has a mission to delight consumers by conserving the goodness of nature, has sold its chilled juice portfolio to Riedel Drinks B.V. and aims to concentrate on its growth segments.

A sales agreement, signed on Monday September 2, 2019, takes effect on December 31, 2019. The transaction concerns the products FruitOntbijt and FruitSap, together with the recipes and trademarks.

The transaction is part of the company strategy to further invest in the other growth segments in which the company is active, said Jasper Aansorgh, Country Manager Hero Nederland B.V.

"Hero has been bringing the goodness of nature to consumers for more than 100 years. We can only do this by continuously analyzing the market, listening to our customers, and responding to the trends of today and tomorrow. This includes a focus on our other product categories,” Aansorgh said.

Hero has been active in the sale of chilled juices  in the Benelux region since 1998. Currently the portfolio consists of FruitOntbijt and FruitSap.

Hero's strategy is characterized by investing in the company's growth segments. Hero has been achieving structural growth for many years in Healthy Snacks (B'tween), Natural Spreads with jams, Drinks (Cassis) and Baby Food.

"In order to stimulate healthy food among our consumers, we are constantly striving to introduce products that conform to our mission. This reflects our commitment to high-quality products that are close to nature," Aansorgh said.


About Hero Nederland B.V.
The Hero brand was founded in 1886 and has been active in the Netherlands since 1914. Hero has been bringing the best of nature within reach for more than a hundred years. Hero Nederland B.V. is part of the Swiss-based Hero Group, which operates in Europe, North America, the Middle East, Africa and Asia. The head office of Hero Nederland B.V. is located in Breda.

Jasper Aansorgh
+31 76 579 8000


About Hero Group
The Hero Group is an international food company focused on branded nutritional food products. The company was founded in 1886 in Lenzburg, Switzerland, where its headquarters are still located today. Hero's main core product categories of Baby & Toddler Food and Milks, Natural Spreads, Healthy Snacks, and Gluten Free are complemented by its activities in Specialties. The Group, which lives by its mission to delight consumers by conserving the goodness of nature, boasts a global footprint and its portfolio consists of many well-known international and local brands. In 2018, the Group generated revenues of CHF 1.16 billion.

Media contact
Stephen Chetcuti
+41 (0)79 616 1467