Valeo Foods Group sweetens Eastern European presence

Valeo Foods Group, one of Europe’s fastest-growing producers of sweets and snacks, has announced the 100% acquisition of Prestige-96 AD, Bulgaria’s leading manufacturer of biscuits, wafers, and mini-cakes.

The deal, announced on 19 March 2026, marks Valeo’s first entry into the Bulgarian market and its eighth acquisition since 2022.

The move is a central pillar of Valeo’s long-term strategy to become Europe’s undisputed “sweet treats champion.” By bringing Prestige-96 into its portfolio—which already includes iconic brands like Kettle Chips, Rowse Honey, and Barratt sweets — Valeo is positioning itself to dominate the high-growth snacking corridors of Central and Eastern Europe.

Prestige-96, founded in 1996, is a household name in Bulgaria with a portfolio featuring heritage brands such as Naya, Hyper, Mirage, and Roden Kray. Beyond brand power, the acquisition provides Valeo with a significant operational upgrade: a modern, well-invested production and warehousing facility in central Bulgaria.

This facility will serve as a strategic hub, enhancing the Group’s manufacturing capacity and providing the operational flexibility needed to supply not just Bulgaria, but the wider Balkans and Eastern European regions.

“Prestige is an exceptional business with outstanding brands and a highly capable team,” said Ronald Kers, CEO of Valeo Foods Group. “By combining Prestige’s category expertise with the scale of the Valeo Foods network, we see significant opportunities to accelerate growth and bring even more loved products to consumers across Europe.”

For Valeo, owned by Bain Capital, the acquisition is about more than just adding new products; it’s about leveraging established retail relationships. The Group plans to use Prestige’s strong presence in Bulgarian supermarkets to introduce its existing international brands to local consumers, while simultaneously using its own global distribution network to export Bulgarian favourites to over 30 new markets.

Darina Stoyanova, CEO of Prestige-96, who will remain in her post alongside the local management team, commented: “Joining Valeo Foods gives us an even stronger platform to build on our success. We see tremendous potential to reach new markets and continue delivering the products consumers love.”

This acquisition follows a transformative year for Valeo. In 2024, the company acquired I.D.C. Holding in Slovakia, and in 2025, it added Italian bakery giant Melegatti to its roster. With revenues now approaching €2 billion, Valeo is proving to be the primary consolidator in the European sweet treats market.

As the snacking sector continues to show resilience despite global economic shifts, Valeo’s “local-first” acquisition strategy — buying market leaders with deep cultural roots — appears to be the blueprint for its goal of doubling its footprint across the continent by the end of the decade.