By aligning the regenerative programme with its full UK wheat requirement, the company aims to de-risk the transition for farmers while securing a more sustainable and stable supply of a key raw material for its European manufacturing network.
Revenue rose 1.2% from £3.232 billion (US$4.327B) in 2024, with branded products accounting for approximately 90% of total sales.
The strategic push supports the consumer goods company’s overarching ambition to transform McVitie’s into a £1 billion global brand by diversifying its portfolio beyond traditional biscuits in high-growth international markets.
The innovation hub is designed to accelerate the development of premium bakery products for quick-service restaurants, foodservice operators, and retailers across the UK and Europe.
The legally binding divestiture package serves as the mandatory structural remedy required to clear Vandemoortele’s acquisition of French frozen bakery peer Délifrance.