Belgium-based Puratos bolsters position in health and wellbeing category with acquisition of Profimix

CZECH – Puratos has acquired Profimix, a Czech supplier of improvers, bakery mixes and confectionery, to bolster its position in the health and wellbeing category.  

Profimix has built a strong position in the Czech market through its brand ‘Pekaruv Mlyn’, and has a turnover of more than €4 million.  

According to Puratos, Profimix has “an organic-certified production manufacturing unit and specialises in flour parameters knowledge and analysis”. 

With Profimix on board, the company is confident that it will be able to extend its reach in the health and wellbeing category.  

This would be a timely move as the company’s latest Taste Tomorrow research found that 79% of consumers ranked grains and seeds as the number one contributor to health and taste in bakery products. 

Puratos Czech Republic general manager, Tomas Novak, said: “The acquisition of Profimix will allow us to offer customers greater flexibility, services, speed in innovation and access to healthier products”. 

The Profimix deal follows the acquisition of Netherlands seeds and grains expert Schobbers which was made in October last year.  

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Puratos said the addition of the Venlo-based producer reflects its commitment to driving health and wellbeing in the baking industry.  

“In our view, seeds and grains are one of the core drivers in bakery thanks to their healthy halo, and they’re a fundamental aspect of our health & wellbeing strategy, which this acquisition really enhances,” said Bernard Bonjean, business category manager, grains & seeds at Puratos. 

According to Bonjean, the coupling of Schobbers’ heritage, passion and specialism with Puratos’ market reach and innovation power has benefits for both companies as well as their customers. 

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Profimix is the second acquisition under the leadership of new CEO Pierre Tossut, who was promoted to the role after spending 26 years at Puratos. 

Puratos had earlier acquired THT, a Belgian company founded in 1991 that supplies probiotics in bulk or as finished products. 

“Through the acquisition of THT, and its probiotics business, Puratos reaffirms its commitment to strongly invest in the scientific knowledge of gut health and the discovery of new powerful ingredients that improve the health and well-being of people everywhere,” said Pierre Tossut 

THT works with more than 30 probiotics strains, is active in more than 30 countries and has more than 30 finished products. 

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