World’s best loved biscuit and confectionery brands form new global business ‘Pladis’

Yildiz Holding, CEEMEA’s largest food company, has brought together its core biscuit, chocolate, and confectionery businesses Godiva Chocolatier, United Biscuits, Ulker, and DeMet’s Candy Company, to form a new global company, “pladis”.

The new entity unites internationally recognised brands Godiva, a leading premium chocolate brand worldwide, McVitie’s, a leading biscuit brand with a heritage in the UK and Europe, and Ulker, the leading biscuits and confectionery brand in Turkey and Middle East; a lovemark in its category. Together they form a $US5.2 billion business, positioningpladis as a global leader in the category.

Celebrating the launch, Murat Ulker, Chairman of Yildiz Holding, said, “Establishing pladis is the first step in realising the long-term strategy of Yildiz Holding. We are bringing together some of the world’s best loved brands and combining their 350 years of experience to form a new family company. We will be a global leader in biscuits and confectionery, and bring ‘bites of happiness’ to every corner of the world.”

With 36 factories in 13 countries, pladis will employ 26,000 people and be led by a senior leadership team comprised of Cem Karakas, CEO, and Ali Ulker, Vice Chairman focusing on innovation and quality. The company will operate on a regional basis, with each region responsible for the manufacturing and commercial activities of the full pladis brand portfolio.

Pladis CEO, Cem Karakas, commented, “We have significant growth ambitions for pladis with the aim tooutperform the category standard. This is supported by our capital position and the strength of our manufacturing as one of only two companies in the world that produce such a broad range of biscuits and confectionery. As one global family, we can be more agile, allowing usto innovate around our products and developmore brand synergies – which are already benefitting our business”.

Named after the ‘Pleiades’ constellation, a group of seven stars visible from anywhere on earth, pladis joins the elite group of companies under Yildiz Holding, each founded on the values and beliefs of the Ulker family, that are today translated through the company’s commitment to its people, its partners and its communities. Internally, this is brought to life through G0AL 21, which is pladis’ ‘super goal’. The initiative is a roadmap helping to align a global workforce around the central idea, “we promise happiness to the world with every bite”, and realise the ambitious targets of this new global entity.

Mehmet Tütüncü, pladis’ Turkey, Middle East, North Africa, and Central Asia CEO said: “Egypt is an important part of our heritage and our future as we begin our new journey together as pladis. I am excited by the opportunity to keep growing as part of this new family with our Egypt customers and colleagues, and people who love our products everywhere.”