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New partners in pastry

18 May 2010

The Dutch pastry specialist Smilde Bakery has appointed Unifine Food & Bake Ingredients as its exclusive UK distributor of the Pruvé brand of ambient pastry and finished bakery products. The deal came into effect from 1 May 2010.

The initiative brings together two of the most prolific ranges of top quality bakery and catering products - Unifine's fonds, compounds, fruit preparations and custards, sold under the Fruibel and Sucrea brands, with Pruvé's bases, tarts and tartlets, pastry cases and Genoese lines. It is not only designed to give the customer a greater choice of products under one roof but also brings greater flexibility when menu planning.

Technical support from Unifine that is second to none is an added bonus. Smilde Bakery, part of the Royal Smilde group, was created from Pruvé, JantjedeGoede and Délices du Palais and has a history going back many years. Today it produces a wide range of traditional and innovative bakery products through its four factories in the Netherlands and France.

With a wide range of products, Smilde Bakery serves all market sectors - from traditional bakers and butchers to foodservice, petrol stations, catering companies, retail and industry. ‘Through this partnership, we can offer new and existing customers a total solution combining our quality
products with those from Unifine, giving them superb technical service with more sales opportunities,’ says Maiko van der Meer, Managing Director, Smilde Bakery.

'This is a marriage of synergy’, claims Simon Solway, Managing Director Unifine Food & Bake Ingredients UK. In a year when Unifine celebrates its 10th Anniversary in Europe, we are able
to support Pruve with more than a century's expertise in the field of bakery, through the many businesses that make up the Unifine Group and the sophisticated infrastructure of our Dutch parent company, Royal Cosun.

‘During the coming weeks/months we will work very closely with each other to ease the transition of all existing Pruvé business to the Unifine operation,’ adds Mr van der Meer. We will strive to avoid any disruption in the short term and customers will be able to see the benefits of this new partnership almost immediately.’


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