In 2008, Casaforte selected the food & beverage sector as the priority in its investment policy, anticipating the income growth of Brazilian consumer.
In that year, we identified the opportunity to acquire Maguary, Kraft Food’s juice department in Brazil. In May 2009 the acquisition was concluded, followed by the merger with Dafruta, creating ebba, Empresa Brasileira de Bebidas e Alimentos, a leader in the Brazilian juice market.
Through their brands Maguary and Dafruta, ebba sells concentrate and ready-to-drink juice to consumers, and semi-elaborated juice to the beverage industry. The company has offices in Sao Paulo/SP and Recife/PE, and manufacturing plants in Araguari/MG and Aracati/CE.
Since the acquisition, ebba has become the absolute leader in the concentrate segment with a 48% market share and became vice leader in the ready-to-drink category with a 16% market share, which is almost triple the figure reported in 2009.
In 2014, ebba reached net revenues of BRL 421 million, a total growth of 105% compared with the BRL 205 million in 2009, and generated an EBITDA of BRL 45 million, an increase of 80% compared with the BRL 25 million of 2009.
In July 2015, ebba was sold to Britvic, a multinational beverage company, headquartered in London, market leader in Great Britain, with operations in Ireland, France, Benelux, USA, India, and Australia.
The deal generated an exceptional return to the investors and increased ebba’s growth and value generation potential, as the Company will be the platform for the growth strategy of Britvic in South America.