The agreement is a part of the process of disinvestment of smaller and non-core operations in accordance with the corporate strategy of Atlantic Grupa.

Atlantic Grupa published an announcement stating that they have signed an agreement for the sale of the baby food brand Bebi with Nelt Grupa, a company with headquarters in Belgrade, Serbia. The sale was concluded for an undisclosed amount.

Selling the Bebi brand is a part of the process of disinvestment of smaller and non-core operations in accordance with the corporate strategy of Atlantic Grupa. The process began two and a half years ago with the company’s exit from the sports and functional food segments, and continued after the company sold its cosmetics and food supplements businesses as well as its segment of distribution of water in water dispenser bottles. At the same time, the company states that they are placing a strong focus on the key areas which are major generators of growth (food and drinks as well as pharmacy business) and the basis for future transformation. This process includes targeted internationalization of brands with international potential (Argeta, Donat Mg) as well as the development of distribution as an important catalyst for growth of business, and mergers and acquisitions.

It is important to add that the existing production site of the Bebi brand in Mirna, Slovenia, is not a part of the agreement. The factory and its employees in Mirna will remain within Atlantic Grupa. The Bebi range will still be produced in this factory during the disinvesting of the basic brand and the transition period, after which Atlantic Grupa will find an alternative range of products to engage its production capacities and employ its skilled workers.

Bebi’s wide portfolio of products for infants and children is placed primarily on the markets of Russia and other CIS countries. In 2019 it generated EUR 11m in sales revenue.