Dirk Van de Put
Management
Yes. Well, for us, we consider it as a very high strategic fit for us to become a full snacking player. Mexico is a priority market for us. And our business there is largely in gum and in our meals business. And we are interested in becoming a bigger snacking player in Mexico plus the per capita consumption that we have. Roughly comparing to our other emerging markets, Mexico has potential for us, and we are very interested into the chocolate market also. Our biscuit business is developing, but could use some acceleration. So Ricolino offers us a strong route to market, combined with an already very strong presence in the market, particularly in confectionery and in chocolate. And that helps us to get to our ambition of about 15% to 20% market share in the biscuits and the chocolate market. And starting from their already strong position and combining that with our existing business, the two businesses are about the same size. This will mean for us that we are now 75% a snacking player, which is also very important for us. And what you might not have picked up, but which you can probably expect is that there will be a full integration. So there's a significant opportunity because of that full integration, for revenue and cost synergies, which would be accretive to our growth and margin in Mexico and Latin America. So maybe quickly a bit of the numbers on Ricolino, so about $500 million in net revenue. In the sugar confectionery and chocolate categories, they have about a 15% share in the combined categories, the number one in confection, number four in chocolate. The two categories together are about $3 billion in Mexico, and the growth of those categories are expected to be 7% for the next five years. And Ricolino, we expect because of their iconic local brands, we expect them to be above that, about 8%. You probably will not know any of the brands, but they're very known locally. What -- so we're interested in the categories there's in the brands. But then second, as I already mentioned, the route to market, 2,100 plus DSD routes reaching 440,000 mom-and-pop stores. That triples almost quadruples our route to market in Mexico. And, of course, we have a very strong modern trade presence ourselves where we can help Ricolino become stronger. What we also have to keep in mind is that they have a high-growth US business. They're the leader in confectionary in Hispanic markets in the US. And so we believe that there is an opportunity there to significantly increase that business. 10% of their sales are coming from the US Hispanic market. And as you know, the population in the US, the Hispanic population in the US is growing fast. We're also getting four excellent manufacturing facilities, which will help us produce the necessary products for the growth. So I think that gives you an idea, hopefully.