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MILAN, Jan 14 (Reuters) - Barilla said on Thursday it had
bought a majority stake in Britain's Pasta Evangelists,
re-entering the fresh pasta market and boosting its digital
offering at time when the pandemic is driving demand for home
deliveries of food and drinks.
The companies did not disclose the financial details of the
deal, but two sources close to the matter said Barilla would pay
around 40 million pounds.
Pasta Evangelists, which was founded in 2016, delivers boxes
of fresh pasta directly to clients across Britain.
It sells on its website but also distributes pasta and
sauces via Ocado, Amazon, Marks & Spencer
and at a physical outlet in the Harrods Food Hall. Last
year its sales rose more than 300%, surpassing 1 million
portions of pasta, Barilla said in a statement.
The Italian food group, which is the world's biggest pasta
maker, will acquire the majority of the British company through
its venture firm BLU1877.
Under the deal, Pasta Evangelists will continue to operate
as a stand-alone entity led by Chief Executive and founder
Alessandro Savelli, and co-founders Chris Rennoldson and Finn
Lagun, who will remain significant shareholders in the company.
Due to the coronavirus crisis, "the consumer demand for
freshly made, premium food is growing, as well as the use of
e-commerce and subscription-based consumer products," said
Barilla Chief Marketing Officer Gianluca Di Tondo.
Britain and Pasta Evangelists are at the forefront of these
trends, Di Tondo added.
Barilla said it would also create a digital hub in London
that would work in an integrated way with the Parma
headquarters.
Family-owned Barilla stopped producing fresh pasta in 1998
to focus on dried pasta.
(Reporting by Francesca Landini; editing by Valentina Za and
Steve Orlofsky)
