Since the beginning of 2023, the Brazilian scenario has been marked by economic uncertainty, leading several companies to reevaluate their operations in the country. In this context, several corporations have announced restructuring or even exiting the national market, reflecting a challenging year in 2024.
Recently, the Swiss group Emmi Group announced that its subsidiary, Laticínios Porto Alegre, will acquire the Brazilian brand Verde Campo, which until then was part of the Coca-Cola portfolio. With this transaction, Coca-Cola will say goodbye to the dairy segment in Brazil.
According to the official announcement, Porto Alegre will take over 70% of Verde Campo, while the company’s founders will maintain 30% of the shares and a place on the Board of Directors. Financial details of the purchase were not revealed.
The acquisition by Emmi aims to strengthen its presence in Brazil, expanding its product line, which already includes natural cheeses, mozzarella, cottage cheese, UHT milk, cream, butter and whey powder.
With factories in several locations, including Ponte Nova, Mutum and Antônio Carlos in Minas Gerais, as well as Rio Novo do Sul in Espírito Santo and Valença in Rio de Janeiro, Laticínios Porto Alegre employs approximately 1.9 thousand people and had a turnover of R$1.4 billion in 2023.
The inclusion of Verde Campo in Porto Alegre’s portfolio aims to reach a niche of premium products, responding to the increased demand for healthy products in urban centers, where consumers are increasingly looking for foods rich in proteins and free of lactose.
This business comes during a period of expansion in the healthy products market. According to Euromonitor International, in the first three months of 2024, more than 20,000 protein-fortified products and other supplements were introduced globally, reflecting a growing interest in healthy alternatives.
In Brazil, the healthy products segment had notable growth, with the number of SKUs increasing 110% in 2023 compared to the previous year, generating around R$4.3 billion.
Coca-Cola declared that the sale of Verde Campo is in line with the restructuring of its assets and that the deal is pending approval by the Administrative Council for Economic Defense (CADE).
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