Kraft Heinz has sold Plasmon, its historic Italian baby food brand, to NewPrinces Group, the food multinational led by Italian entrepreneur Angelo Mastrolia, marking the brand’s return to domestic ownership after decades under US control.
The deal follows months of speculation and strengthens ties between the two companies. NewPrinces — formerly Newlat Food — previously acquired a production facility in Ozzano Taro (Parma) from Heinz in 2015. That agreement included a co-packing arrangement under which NewPrinces manufactured milk and other infant nutrition products for Kraft Heinz brands such as Plasmon, Nipiol, Aproten, Dieterba, and Bi-Aglut. At the same time, the US group retained commercial control.
Their relationship has deepened in recent years. Despite Kraft Heinz’s decision 18 months ago to relocate production of powdered and liquid baby milk outside Italy, NewPrinces continued to produce formula at Ozzano Taro for the US healthcare company Abbott, underscoring its expertise in the infant nutrition sector.
STRATEGIC ASSET TRANSFER
As part of the acquisition, NewPrinces will take control of Plasmon’s plant in Latina, widely regarded as one of the most technologically advanced baby food manufacturing sites in Europe. The facility produces Plasmon’s signature biscuits and puréed foods.
AN ITALIAN LEGACY BRAND
Founded in Milan in 1902 by physician Cesare Scotti, Plasmon became a postwar staple of Italian family life and a national symbol of infant care. It was acquired by Heinz in the mid-1960s and integrated into Kraft Heinz following the 2015 merger. Plasmon currently generates annual revenues of around €200 million, with EBITDA of approximately €17 million.