Riedel

A juice manufacturer with well-known brands that has been stabilized and is growing again after five years of steep volume decline. The return of entrepreneurial spirit after decades of corporate formalities, costs and slow speed. That is what we have accomplished in the turnaround of Riedel.

About this partnership

Strategy

Carve-out

Partnership

2017-now

Manager

Guido Grobbink

What did we find?

We stumbled upon a division of a large company, which had always been the cash cow, but was in steep decline over the past five years. Consumer concerns about sugar and calories had led to lower juice consumption, even for juices that were 100% fruit. While employees were still proud of their famous juice brands like Appelsientje, CoolBest and Dubbelfrisss, they had lost confidence in the management and strategic direction of their company. The commercial team hardly focused on their position as market leader, not on sales growth and not on the introduction of new products. Finally, there were expensive and not always effective shared services in many key back-office processes.

What have we achieved?

Through 100+ product and packaging innovations, more effective marketing and greatly improved relationships with the trade, Riedel has been able to regain its position as category leader in the Dutch juice and fruit drinks market and has also halted the decline in volume. In addition, the carve-out from Friesland Campina has been fully completed and Riedel is now a completely independently operating company, with a strong and driven team. We have also opened up the factory to production for private label and other brands, and through a number of strategic acquisitions we have further expanded the range of great brands. The coming years will be marked by the further expansion of our position as market leader in the Netherlands, and we are currently taking the first steps towards international growth.

Riedel is the producer of leading juice brands in the Netherlands and was formerly a division of the dairy conglomerate FrieslandCampina. With an own factory in Ede, it produces a variety of well-known brands: Appelsientje, Coolbest, Dubbelfriss, Taksi, DubbelDrank, Maaza, Healthy People and Extran. Its products are sold to retail and food service customers in the Netherlands, Belgium and Germany.