Bebeto’s UK commercial director Paul Simpson said the acquisition demonstrated the Turkish owned firm’s commitment to the UK market.
“The acquisition demonstrates that we’re serious about delivering growth for both the Bebeto and Dexters brands in the UK and this activity is a key part of our strategic plan,” said Simpson.
“The Dexters’ confectionery product range complements the Bebeto offer and will broaden our customer base and provide access to new market channels thus enabling us to grow our share of the UK confectionery market,” he added.
Owned by Turkish parent company Kervan, Bebeto began UK trading in 2015, focusing on the independent and convenience retail sectors.
‘Reputation for manufacturing quality’
“We’re proud of what we have achieved, so far, but recognised that in order to develop and grow our reputation for manufacturing quality confectionery products we need to demonstrate investment in building our team and infrastructure and hence we created the UK operation in 2016,” said Simpson.
The acquisition of Dexters will be fundamental to the group’s aim of becoming one of the UK’s top five confectionery brands by 2020.
“Our product portfolio reflects the key growth sectors and trends of the confectionery market and offers consumers great value for money. In addition to this, our state of the art manufacturing facilities mean we are able to offer lower added sugar products that still taste fantastic,” said the confectionery boss.
New product launches
During the year ahead, both the Bebeto and Dexters brands plan new product launches and stronger marketing campaigns planned to support brand growth.
Dexters was established 25 years ago. It currently supplies confectionery – some under licence – together with drinks and ices.
Meanwhile, the Bebeto brand is sold in more than 70 countries. The brand produces confectionery with an emphasis on less processed sugar and higher fruit content, said the business. It is also a halal certified brand.