NewPrinces acquires Italian baby food brand Plasmon from Kraft Heinz
The deal reunites Plasmon with Princes Group, strengthening its baby food and specialised nutrition footprint in Italy and Europe.
ITALY – NewPrinces, the parent company of food and beverage group Princes, has acquired 100% of the corporate capital of Italian baby food specialist Plasmon from The Kraft Heinz Company for €124.3 million (US$145.14M), marking a major expansion in early childhood nutrition.
Plasmon’s business covers the manufacturing, packaging, marketing and distribution of baby food and specialised nutrition products. Its portfolio includes the flagship Plasmon brand, as well as Nipiol, BiAglut, Aproten and Dieterba, which are well established in the Italian market.
As part of the transaction, Princes Italia has entered into an operating lease agreement with Plasmon, effective from 1 January 2026.
Under the agreement, Princes Italia will make annual rent payments of €3 million, in addition to 1.5% of revenues generated from operating the business. All activities related to the Plasmon business will now be carried out by Princes Italia.
The lease has an initial duration of three years and can be renewed at Princes Italia’s sole discretion with six months’ notice. The parties may also assess, at a later stage, the potential transfer of Plasmon’s assets directly to Princes Group.
Founded in Milan in 1902, Plasmon is one of Italy’s leading early childhood nutrition brands, producing biscuits, purees, cereals and snacks. In the financial year ended 31 December 2024, the business generated revenues of €170 million (US$198.51M).
Plasmon’s high-volume manufacturing site in Latina produces approximately 1.8 billion Plasmon biscuits annually for the Italian market and employs around 300 people. Employees at the facility will continue operating as usual.
The plant will also keep producing Heinz Baby Food for the UK market under an existing co-packing agreement.
The acquisition reunites Plasmon’s current operations with Princes Group’s Ozzano Taro production facility, which was acquired from Kraft Heinz in 2015.
The Ozzano Taro plant, historically a Plasmon factory, previously manufactured Plasmon infant formula and now specialises in liquid milk and infant powdered formula. This complements the Latina site, which focuses on biscuits, jars and pouches.
The transaction is expected to enhance Princes Group’s integrated manufacturing and R&D footprint, supporting the development of new formulations and expansion into premium and organic segments. It also increases overall production capacity and operational flexibility through optimised utilisation of both facilities.
Leveraging Princes’ presence in more than 60 countries and its strong European distribution network, the Plasmon brand is positioned for further growth and international expansion.
Commenting on the deal, Angelo Mastrolia, chairman of Princes Group, said: “The integration of the Plasmon Business represents a strategically important step for Princes Group. It reinforces our leadership in baby food and specialised nutrition, builds on long-standing industrial expertise and reunites highly complementary assets within the group.”
“We believe this transaction strengthens our European industrial platform and supports the continued development of our core categories over the long term,” he added.
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