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Mars snaps up Mexican Lindt distributor Grupo Turin

By Oliver Nieburg+

01-Oct-2015
Last updated on 01-Oct-2015 at 11:09 GMT2015-10-01T11:09:59Z

Mars makes its play in premium chocolate by acquiring Grupo Turin in an emerging chocolate market
Mars makes its play in premium chocolate by acquiring Grupo Turin in an emerging chocolate market

Mars has acquired premium chocolate firm Grupo Turin to capitalize on projected growth in the Mexican chocolate market.

Grupo Turin was founded in 1928 and produces brands such as Conejos and Turin. It is also the exclusive distributor of Lindt in Mexico as well as Barry Callebaut’s Cacao Barry and Callebaut brands.

Growing Mexican market

Mars said in a release that the acquisition will help it “take advantage of the projected growth of the Mexican chocolate category over the next decade”.

Mexico's chocolate confectionery market is worth $1.1bn in retail value sales in 2015, according to Euromonitor International. The research organization predicts the market will record a compound annual growth rate (CAGR) of 5.4% with seasonal chocolate, tablets and boxed assortments the fastest growing sub-segments.

Mars holds a 21.3% share of the Mexican chocolate confectionery market, making it second behind market leader Nestlé, which commands a 25.1% share, according to Euromonitor.

Mars' Turin deal is expected to be completed in Q1 2016 subject to approval from the Mexican Antitrust Commission. Grupo Turin will operate separately until then.

Turin profile

Family business Turin has two production facilities in Mexico and has an annual capacity of 12,770 metric tons. The company employs around 800 people.

Grupo Turin has a plant in Toluca and another newer facility near Mexico City

According to the firm’s website it has distribution in 25 countries including the US, Japan, Brazil, Italy, the UK and South Africa.

The company sources all its liquid chocolate through Barry Callebaut under a long-term outsourcing agreement.

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