The Kraft Heinz Company (Nasdaq: KHC), a global food and beverage powerhouse known for its iconic products like HEINZ ketchup and Kraft macaroni and cheese, has announced a definitive agreement to sell its infant and specialty food business in Italy to NewPrinces S.p.A. (“NewPrinces”), one of Italy’s leading food and beverage groups. The deal underscores Kraft Heinz’s ongoing strategic transformation and its sharpened focus on core growth categories.
The proposed transaction is expected to close by the end of 2025, pending customary regulatory approvals and closing conditions. This marks a significant step in Kraft Heinz’s long-term vision to streamline its global portfolio and prioritize investments in high-performing brands and categories.
Deal Overview: Transfer of Iconic Italian Brands
Under the terms of the agreement, NewPrinces will acquire a portfolio of well-established Italian brands that have served generations of families. These include three major infant food labels—Plasmon, Nipiol, and Dieterba—as well as two specialty food brands focused on medical and nutritional needs—Aproten and Biaglut. These brands hold strong positions in the Italian market, particularly in categories catering to early childhood nutrition and dietary restrictions.
The transaction also includes Kraft Heinz’s manufacturing plant in Latina, Italy. This facility, situated in the Lazio region, plays a crucial role in the company’s Italian operations. Currently, it employs around 300 people and is responsible for producing approximately 1.8 billion biscuits annually under the Plasmon brand. Post-acquisition, NewPrinces plans to retain the workforce and continue operating the factory without interruption, ensuring a smooth transition for employees, consumers, and partners.
Strategic Focus: Kraft Heinz Accelerate Platform
The divestiture aligns with Kraft Heinz’s broader “Accelerate” strategy, which aims to unlock sustainable, profitable growth by concentrating on core product categories and regions where the company sees strong potential. This strategy includes doubling down on high-margin, high-growth segments such as “Taste Elevation”—a category that includes ketchup, sauces, condiments, and pasta sauces—alongside other globally recognized brands like HEINZ.
According to Willem Brandt, President of Europe and Pacific Developed Markets at Kraft Heinz, the sale represents more than just a portfolio adjustment. “This marks an important milestone in driving our strategy across Europe and the Pacific, enabling us to fuel investment and growth in our core areas, and enhance focus on our Accelerate platforms,” Brandt said. “It’s a great example of how we’re intentionally and proactively managing our portfolio to accelerate organic growth and drive sustainable, long-term value.”
The company’s HEINZ brand has seen particularly strong momentum in Italy, with increasing market share and penetration across both retail and away-from-home channels. With this transaction, Kraft Heinz can further allocate resources and capital to its growing Taste Elevation category in the Italian market and beyond.
Local Commitment Remains Strong
Although Kraft Heinz is selling a significant part of its Italian portfolio, the company emphasized its ongoing commitment to the Italian market. “We remain committed to Italy and growing our iconic HEINZ brand across the country,” said Carmela Bazzarelli, Managing Director of Kraft Heinz Italia. “I’m confident this portfolio of iconic brands will thrive in the capable hands of the NewPrinces Group – a market leader in the food and beverage industry, including in specialised nutrition, with a strong Italian heritage and ambitious growth plans.”
The brands included in the sale—particularly Plasmon—are deeply rooted in Italian consumer culture. With a legacy spanning over a century, Plasmon has long been regarded as one of Italy’s most trusted names in baby nutrition. Kraft Heinz’s decision to entrust these brands to NewPrinces reflects confidence in the group’s ability to preserve and grow their legacy.
About the Buyer: NewPrinces Group
NewPrinces S.p.A., formerly known as Newlat Food, is an emerging force in the European food and beverage sector. The company gained significant scale and international reach following its 2024 acquisition of Princes Limited, a historic British food and beverage company with a broad portfolio.
In the wake of that deal, Newlat rebranded as the NewPrinces Group, signaling a new chapter of expansion and integration. Today, the group operates a diversified portfolio of branded and private-label products distributed across the United Kingdom, Italy, and wider Europe. Its household names include Princes, Napolina, Delverde, Branston (beans), and Flora—covering everything from pasta to canned goods and oils to plant-based spreads.
The acquisition of Kraft Heinz’s Italian infant and specialty food business is a strategic fit for NewPrinces. It strengthens the group’s position in the high-value categories of baby food and medically tailored nutrition—markets where consumer demand continues to grow. NewPrinces is expected to leverage its Italian heritage, production expertise, and global distribution capabilities to expand the reach of the newly acquired brands both domestically and internationally.
Advisory Team
To facilitate the transaction, Kraft Heinz enlisted a group of top-tier financial and legal advisors. Houlihan Lokey served as the company’s exclusive financial advisor. Legal counsel was provided by Chiomenti, an Italian law firm, and Gibson Dunn, an international firm known for cross-border deal expertise. Additionally, EY (Ernst & Young) offered transaction support services, ensuring the process adheres to regulatory and operational best practices.
