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Apr 2008Dorset CerealsLangholm Sells Dorset Cereals

Source:          Real Deals

Langholm Sells Dorset Cereals

Langholm Capital has sold Dorset Cereals to Wellness Foods in a deal valued at around £50m (€64m).

Langholm led the management buy-in of the muesli manufacturer in April 2005.  The firm has quadrupled its money on the deal.

"This was already a perfectly healthy and tasty breakfast cereal before we bought it, but the problem was that no one knew about it," said Langholm co-founder Bert Wiegman.  "We have done all this without spending any money on advertising."

Langholm rebranded the product and built a new packaging plant.  Sales are understood to have increased from around £4m three years ago to £30m in 2007.  The head count has doubled to more than 100.

Wellness Foods is backed by Irish racing tycoons JP McManus and John Magnier.

Mar 2008Dorset CerealsLangholm Breakfast Investment Pays off

Mar 2008Dorset CerealsUK – Langholm Sells Dorset Cereals

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