Cérélia Group Acquires US Waffle and Receives Strategic Investment

Cérélia announced that it has both acquired US Waffle and received a strategic equity investment from Continental Grain Company (CGC). US Waffle specializes in the production of premium pancakes and waffles. Founded in 2013, the company has quickly scaled to support some of North America’s largest brands with on-trend products. Located in South Carolina, US Waffle has remarkable production and distribution capabilities, which can accommodate Cérélia’s ambitious growth plans and meet the high expectations of its customers.

Alongside of US Waffle, Cérélia recently acquired Wewalka’s North American pizza dough business and constructed a brand new facility in Ohio to accommodate the rapid growth of its existing products. These acquisitions combined with the new production and distribution capabilities position Cérélia as one of North America’s fastest growing bakery businesses.

Walter Kluit, Co-CEO of Cérélia stated: “We are thrilled to welcome US Waffle to Cérélia. With a proven track record of innovation and quality, we are confident that US Waffle will accelerate our expansion in North America. By leveraging Cérélia’s entrepreneurial spirit, industrial technology, and experienced team, we plan to introduce new, innovative products and extend our presence in new channels and territories. Following years of dialogue, we are confident that our new partnership with the US Waffle team will enhance the service for our clients and win the hearts of many more consumers with our quality pancakes and waffles.”

Earlier this month, CGC made a strategic equity investment in Ardian-backed Cérélia. The investment comes after nearly two years of dialogue and reflects CGC and Cérélia’s shared ambitions in the bakery category. CGC and Cérélia plan to work together on a number of initiatives to both strengthen the existing operations and accelerate growth.