Paulig divests Risenta brand to Midsona to focus on Tex-Mex growth
The decision is part of Paulig‘s strategy to sharpen focus on the World Foods and Tex Mex categories that drive the company’s long term growth.
FINLAND – Paulig Group, a family-owned powerhouse in coffee, spices, and food ingredients, has agreed, through its subsidiary Santa Maria AB, to divest its iconic Risenta brand to Midsona AB, Sweden’s leading natural and organic foods company.
The divestment is part of Paulig’s strategic decision to sharpen its focus on World Foods and Tex Mex, areas the company says drive its long‑term growth. Paulig’s statement noted the sale will allow it to concentrate resources on categories where it sees the strongest future potential.
The agreement was signed on 31 March, and the transaction is planned to be completed on 1 June.
Founded in 1940, the Risenta brand has a long heritage and today offers a broad range of products sold on the Swedish market, including seeds and kernels, specialty flours and breakfast products.
Over the years, the brand has become a well‑known name among Swedish consumers. The Risenta brand has been part of Paulig since 2015.
“Paulig’s growth and results are primarily driven by World Foods and Tex Mex, and this is where our ambition lies going forward. Selling Risenta allows us to sharpen our focus further, while ensuring that the loved Risenta brand continues to develop where the strategic fit is strong,” said Lenita Ingelin, SVP Branded Business Area at Paulig.
Midsona is a Swedish consumer goods group operating in Europe that develops and markets brands within health and well‑being, with a focus on sustainability.
The acquisition of Risenta strengthens Midsona’s existing offering and supports its growth ambitions.
“Risenta is a well‑established brand with strong consumer recognition and a clear positioning. We see a strong strategic fit with our portfolio and are confident that Risenta will continue to develop and grow as part of Midsona,” said Henrik Hjalmarsson, President and CEO at Midsona.
The transaction includes the Risenta brand, intellectual property, and business, along with related production lines.
The parties will work closely together during the transition period to ensure continuity for customers and partners. The transaction does not include the transfer of Paulig or Santa Maria AB employees.
The completion of the transaction is subject to approval from the Swedish Inspectorate of Strategic Products.
In July last year, it announced plans to invest €12 million (US$14.1M) investment to expand capacity at its Berga facility in Barcelona, including the installation of a new flour tortilla line to respond to growing global demand for Tex-Mex products.
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