- The iconic Dutch brand ERU, known for ‘Goudkuipje’, becomes part of St. Paul
- The acquisition strengthens ERU’s position as a quality producer of spreadable cheeses
- ERU benefits from refinancing realized by St. Paul in collaboration with ING Bank Belgium
WOERDEN (NL), LOKEREN (BE), SINT JANSTEEN (NL) – Royal ERU, known for its quality spreadable cheeses, announces that the acquisition by St. Paul, a leading player in the international (processed) cheese market, has been completed. The acquisition, which was announced on April 2, 2024, pending approval from the competition authority ACM, received the green light on May 23, 2024. This marks a new phase in ERU’s rich history, now becoming part of an internationally renowned company specializing in high-quality (processed) cheese products.
Shares
On July 30, 2024, St. Paul acquired all shares of ERU Group B.V. As a result, Royal ERU Kaasfabriek B.V., ERU Iberia B.V., and ERU Food Trading Ltd. are now under the wing of St. Paul. The company ERU Deutschland GmbH is not part of this transaction.
Market Leader
The acquisition of Royal ERU by St. Paul creates a powerful alliance that will produce a wide range of (processed) cheese products for the consumer market, out-of-home market, and food industry. This diversification enables St. Paul to strengthen its market leadership and anticipate the dynamic demands of various market segments.
Ambition
Maurits Sandberg, CEO of Royal ERU, explains the ambition behind this acquisition: “In our anniversary year, celebrating our 200th anniversary, this acquisition is an important step for ERU. Together with St. Paul, we will strengthen our market position and optimize our product portfolio. We are excited about the opportunities this collaboration offers to grow our brands and explore new markets.”
Dieter Kuijl, CEO of St. Paul, adds: “With this historic step, St. Paul becomes the largest processed cheese producer in the Benelux. We are committed to further developing and expanding our diverse range of high-quality processed cheese products, meeting the diverse needs of consumers, out-of-home, and the food industry.”
Combined Strengths
The combined expertise and resources of St. Paul and ERU will result in a wide range of high-quality (processed) cheese products, targeting different market segments.
With this acquisition, Royal ERU and St. Paul will jointly continue to pursue efficiency, quality, and growth in the (processed) cheese industry.
End of press release
Note for editors
More information on the websites:
St. Paul
Royal ERU
For more information, interview requests, or high-resolution images, please contact Esmée Coers, Food Marketeer of St. Paul Group, via email e.coers@st-paul.be or telephone number +31 (0)114 740 740.
