Nestlé Enters Premium Chocolate Segment in Brazil, Acquiring Majority Stake in Grupo CRM

Sept. 8, 2023
Brazil's Kopenhagen chocolate stores carry beloved brands in a direct-to-consumer and online format, allowing Nestlé an entry into the high-end gifting segment.

Nestlé announced it has agreed to acquire a majority stake in Grupo CRM, a premium, direct-to-consumer chocolate company in Brazil, according to a release from Nestlé. Grupo CRM’s successful distribution model operates more than 1,000 chocolate boutiques under the Kopenhagen and Brasil Cacau brands, as well as a strong online presence, the release states.

Financial details were not disclosed, but the transaction is expected to close in 2024.

Renata Moraes Vichi will stay on as CEO of Grupo CRM operations, building on her 25 years successfully overseeing Grupo CRM’s expansion. Nestlé believes the acquisition is an entry point to the high-end chocolate gifting segment in Brazil, where it already has a confectionery presence.

Kopenhagen was founded in 1928 in Brazil, the release notes, and has evolved over the years via product innovation and improved consumer experience, bolstered by beloved brands such as Lingua de Gato, Nhá Benta, Lajotinha, Chumbinho and Cherry Brand. The Brasil Cacau brand was launched in 2009.

About the Author

Andy Hanacek | Senior Editor

Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.

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