Atlas Advisors advised the shareholders of Van Geloven on its sale to Towerbrook

Tilburg, 24 March 2015 — Atlas Advisors is pleased to announce that it advised the shareholders of leading frozen appetizer and snack producer Van Geloven on its sale to TowerBrook Capital Partners L.P. (“TowerBrook”) together with management for an undisclosed sum.

TowerBrook acquired the business from a consortium of investors which includes Lion Capital LLP and Avedon Capital Partners B.V. who were advised by Atlas Advisors.  TowerBrook is a private equity investor with a proven track record of investing in similar food businesses.

Tilburg-based Van Geloven, the Benelux region’s leading producer of frozen snacks and appetizers, supplies a full range of frozen convenience snacks and foods across a diverse brand family, including the iconic Mora brand – the most popular snacks brand in the Benelux known as “the snack inventors” – the artisanal ragout brand “the Bourgondiër”, satay specialist Hebro, as well as private label contracts with major retail and foodservice customers. The company has led the market supporting its clients both on the retail and the out-of-home segments with high quality products, creating innovative new snacks targeting different consumer preferences and preparation methods. In 2014 Van Geloven generated sales of €195MM.

This transaction highlights several of Atlas Advisors’ key strengths:

  • Expertise in conducting highly competitive auctions involving numerous financial as well as strategic acquirers
  • In-depth knowledge of the food and beverage space
  • Commitment to advising leading consumer products companies with skillful execution across a full range of transactions
  • Significant experience with financial sponsors on both buy- and sell-side transactions

The transaction represents Atlas Advisors’ thirty-fourth transaction in Europe and thirtieth transaction in food & beverage.  Atlas Advisors also advised on the sale of Ad van Geloven by Egeria B.V. to Lion Capital LLP in 2008.  Other recent assignments in the food & beverage sector executed by Atlas Advisors include advising on Groupe Danone’s acquisition of Applied Nutrition Corporation, VSI’s sale of a majority interest to NPM Capital, Grupo Bimbo’s acquisitions of Canada Bread, the Beefsteak bread brand, Sara Lee’s Iberian Bakery business and Sara Lee’s North American Fresh Bakery business as well as various McCain Foods transactions, such as the acquisitions of Kitchens of Sara Lee, Lutosa Potato Division of PinguinLutosa, CêlaVita and the sale of McCain Foods North American frozen pizza business to Dr. Oetker, Charcuterie la Tour Eiffel to Mecyva Holdings and Lutosa’s retail business to Findus Group.


Atlas Advisors is the marketing name for Atlas Advisors, LLC and Atlas Strategic Advisors, LLC. Atlas Strategic Advisors, LLC provides financial advisory services in connection with mergers, acquisitions and other similar transactions. Atlas Strategic Advisors, LLC is a wholly owned subsidiary of Atlas Advisors, LLC and a member of the FINRA.

None of the information contained in this release constitutes a recommendation, solicitation or offer by Atlas Strategic Advisors, LLC or its affiliates to buy or sell any securities, futures, options or other financial instruments or provide any investment advice or service.