Food News

The long-established brand for rice, cereals and pulses, ‘Müller's Mühle’, is to be sold by its current parent company, Good Mills Group, to the Italian family-owned firm Euricom S.p.A..

In addition to the sale of the brand, Euricom will also continue to operate the main factory in Gelsenkirchen, provided the competition authorities approve the deal. For Euricom, which is not yet very well known in this country, the takeover offers good opportunities to gain a foothold in the German market. Müller’s Mühle has key distribution channels in the retail sector, the catering trade and the food industry. Müller’s Mühle was founded in Gelsenkirchen in 1893, and the brand was launched as early as 1920. Other Euricom brands include Curtiriso in Italy and Ebly in France – also known here for its pre-cooked wheat grains – as well as Sonko in Poland. Euricom is thus also responding to the trend towards protein-rich foods and the replacement of cereal flours with high-quality alternatives based on pulses for the food industry.

Author: Dr Frank Mörsberger, AGROLAB GROUP