African private equity house Admaius Capital Partners has announced its “significant” investment in Power Brands, parent company of Céréalis S.A., a Tunisian-based producer of salted snacks and baked goods. Admaius will partner with current owners of Power Brands, the Gahbiche family and Ekuity Capital, to build a leading branded fast moving consumer goods (FMCG) platform through organic growth and selective acquisitions.
The investment is consist with Admaius’ strategy of investing in African FMCG companies positioned to benefit from growing incomes and increasing demand for products tailored to meet local needs.
Céréalis was founded in 2004 by current CEO Karim Gahbiche, a Tunisian national and Harvard graduate who began his career at Goldman Sach’s asset management business. Céréalis has since grown rapidly to become a large salty snacks producer in Tunisia.
Admaius plans to use its position to drive improvements in areas where Céréalis has potential to have significant impact on society such as reducing packaging waste, increasing recycling, reducing carbon footprint and improving nutrition.
“We are delighted to announce our second investment in another outstanding African business led by a strong entrepreneur. Céréalis is representative of the home–grown national champions that we typically look to partner with in North Africa and that are expected to outperform and create value for all stakeholders across the cycle,” explained Amine Allam, Managing Director of Admaius. “We look forward to working with Power Brands in the coming years to support the development of a new FMCG platform.”
“I’m excited to be working with Admaius and Ekuity Capital as we enter a new chapter in the development of the business which I founded back in 2004. The experience and network that the Admaius team brings to the table will be invaluable in helping us to grow and develop a major North African FMCG platform,” commented Karim Gahbiche, CEO of Power Brands and Céréalis.
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