Published by Global Banking & Finance Review®
Posted on July 10, 2025
2 min readLast updated: January 23, 2026
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Kraft Heinz is selling its Italian baby food division to NewPrinces for €120 million, including brands like Plasmon. The deal supports Kraft Heinz's strategic focus.
MILAN (Reuters) -Packaged food maker Kraft Heinz has agreed to sell its Italian infant and speciality businesses, including the Plasmon, Nipiol and Aproten brands, to Italian food group NewPrinces, Kraft said on Thursday.
The business, which also includes some other smaller brands and a production plant in Italy, reported 170 million euros in revenue last year, with a core profit of 17 million euros, NewPrinces, formerly known as Newlat, said in a separate note.
Its enterprise value was set at 120 million euros ($140.72 million), NewPrinces said.
Shares in NewPrinces were trading 4.7% higher on the Milan bourse at around 0915 GMT.
The deal, expected to close by late 2025 and subject to regulatory approval, is in line with its strategy to focus on core brands and growth areas, Kraft Heinz said in its statement.
Plasmon is a household name in Italy, particularly for its baby biscuits and food. The country is the brand's largest market, but revenue has been increasingly affected by Italy's low birth rate.
Kraft Heinz was advised by Houlihan Lokey as financial advisor, while NewPrinces was advised by Vitale&Co.
($1 = 0.8527 euros)
(Reporting by Elisa Anzolin; Editing by Giulia Segreti and Rachna Uppal)
The sale includes Kraft Heinz's Italian infant and specialty businesses, specifically the Plasmon, Nipiol, and Aproten brands.
The enterprise value of the deal was set at 120 million euros, which is approximately $140.72 million.
The deal is expected to close by late 2025, pending regulatory approval.
Shares in NewPrinces were trading 4.7% higher on the Milan bourse shortly after the announcement.
The Plasmon brand, a household name in Italy, has seen its revenue affected by the country's low birth rate.
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