Dr. Oetker takes over Dutch vegetable pizza maker Magioni

The German food manufacturer Dr. Oetker takes a majority stake in the Dutch pizza brand Magioni, which makes pizzas with vegetable bottoms.


The German food manufacturer Dr. Oetker takes a majority stake in the Dutch pizza brand Magioni, which makes pizzas with vegetable bottoms.

It is not known exactly how important the interest is or how much is being paid. Dr. Oetker was one of several parties who approached Magioni, according to founder Manon van Essen.

"They are going to help us with logistics and distribution and they have a lot of knowledge about how to build a large pizza brand", says founder Van Essen.

Magioni now "makes some sales outside the Netherlands", says Van Essen "But it is not much". The brand is also a small player in the Netherlands. According to the brand itself, Magioni has a market penetration of 2 percent.

Five people now work at the office in Amsterdam. That will change in the near future, says Van Essen.

Earlier this year Dr. Oetker already known that it also pizzas with bottoms of cauliflower, spinach and beetroot. "Finally some competition", Van Essen said at the time.

ref: nunl