Crusty acquisition plunges Ruitenberg into ready fillings

Crusty Products, which is based in Peize (140km from Ruitenberg’s base in Twillo) specialises in ready-to-use savoury fillings for bakeries and meat and fish processors.

A spokesperson for Ruitenberg told FoodNavigator.com that these bake stable ready-to-use fillings are the main attraction for the acquirer since it did not already have these in its portfolio; Crusty brings with it a facility for the production of these ingredients.

Ruitenberg was already supplying powder mixes to its customers, but the ready-to-use versions are said to be more convenient as they are delivered in liquid form and the manufacturer does not need to add anything.

With the powder mixes, on the other hand, the customer has to add water and fresh ingredients, such as meat, fruit or vegetables. The flavour – be it cheese, pizza, or other savoury base – is contained within the powder mix, together with other ingredients such as binding agents.

Filling popularity ​

Such ready-to-use fillings are said to be especially popular with manufacturers in the Dutch and Belgian markets; Ruitenberg has a presence in some 65 countries worldwide, so it will be introducing these to other markets as well.

Indeed, German ingredients firm Wild has also identified potential for ready-to-use fillings, as it recently launched a line of fruit fillings for use in snack bars.

It said the trend for fruity snack bars, consisting of a crispy pastry outside and a soft, fruity filling, started in Australia but they are now becoming more popular in Europe. Global Business Insights estimates that the European snack bar market would be worth some €2.7bn by 2010.

Service continuity​

Both Ruitenberg and Crusty are privately-owned companies, and the value of the transaction has not been disclosed. Ruitenberg also declined to give details of its turnover, but describes itself as a medium sized firm, with 70 employees.

Commenting on the sale of their business to Ruitenberg, Crusty owners and brothers Dick and Gerrit Hof said it would enable “maximum continuity”​ to customers, suppliers and employees.

Both companies flag their technology as an important focus of business relations; the spokesperson said that innovation at Ruitenberg occurs hand-in-hand with customers, so as to meet their needs.

Crusty’s history dates back 20 years; its new owner has had a presence in the market for 70 years.