Adam Foods expands with acquisition of Biscoland in Morocco
The acquisition strengthens Adam Food’s network in North Africa.
MOROCCO – Adam Foods, a Spanish food group, has completed the acquisition of Moroccan biscuit manufacturer Biscoland, a former division of Holmarcom, in a deal that brings with it a newly built US$6.5M factory in Bouskoura, just south of Casablanca.
The purchase strengthens Adam Foods’ footprint in North Africa and aligns with the company’s internationalization strategy launched in 2023, providing the group with immediate manufacturing capacity in a strategic market and improved access to distribution channels across Morocco and into parts of West Africa.
Biscoland’s Bouskoura facility, completed in 2023, occupies 13,000 square meters on a 36,000-square-meter plot with advanced lines for laminated, rotary, sandwich biscuits, wafers, and chocolate-coated products under the IT and T’Choco brands.
Additionally, Adam Foods said it plans to integrate the site into its regional network while preserving existing product lines and customer relationships.
Pending Moroccan competition approval, the facility, built in 2023 is expected to resume operations in 2026, producing market-specific items to complement Adam’s portfolio of brands like Artiach, Birba, Panrico, Cuétara, and Krit.
The acquisition adds to Adam Foods’ portfolio, and management described the move as a logical step to accelerate growth in adjacent markets where consumer demand for packaged biscuits and confectionery remains resilient.
José Manuel Faría, CEO of Adam Foods’ biscuit division, emphasized the potential: “Morocco and North Africa offer immense opportunities; this move broadens our horizons, generates synergies, and builds a more global, competitive company.”
Adil Ben Abdelhanin steps in as Morocco director, reporting to Faría, to oversee reactivation and integration.
The transaction follows Adam’s 2023 buyout of Polish biscuit firm Dr. Gerard, underscoring a pattern of inorganic growth for the family-owned Ventura Group entity, heir to the historic Nutrexpa legacy in biscuits, pâtés, pastries, and honey.
Adam Foods also signalled its intention to invest in the Bouskoura plant’s capabilities over time, focusing on efficiency improvements, quality assurance systems, and potential capacity expansions to support both domestic sales and export opportunities.
For Biscoland employees and local suppliers, the deal promises continuity and potential new commercial opportunities; Adam Foods said it will work with existing management to ensure a smooth transition and to maintain relationships with distributors and retail partners.
Industry analysts noted that the acquisition reflects a broader trend of European food groups seeking growth through targeted purchases in North Africa, where rising urbanization and changing consumption patterns are driving demand for branded packaged foods.
Observers added that the Bouskoura site could serve as a springboard for Adam Foods to deepen penetration into West African markets, where distribution networks and consumer preferences often favour regionally produced goods.
In a consolidating African FMCG landscape, evident in peers like Grupo Bimbo’s recent acquisition, this acquisition positions Adam for scalable growth, potentially adding millions in revenue while mitigating EU export duties.
As Adam Foods eyes further diversification, Biscoland becomes a North African launchpad, reinforcing Spain’s influence in emerging sweet goods corridors.
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