Shreddies maker buys Canadian frozen waffle firm

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The U.S. owner of the Shreddies cereal brand has moved further into the Canadian breakfast market by buying waffle and pancake maker Sepp’s Gourmet Foods.

Ralcorp Holdings of St. Louis, Mo. announced last week that it’s signed and sealed its deal to buy Delta, B.C.-based Sepp’s for an undisclosed sum.

Sepp’s makes frozen-food products such as waffles, pancakes, filled pancakes and French toast at facilities in B.C. and Ontario and at a joint-venture plant it co-owns in Oklahoma with Advance Food Co.

Ralcorp went shopping in Ontario earlier in June, buying cracker makers North American Baking of Georgetown and J.T. Bakeries of Kitchener in two separate deals for undisclosed amounts.

Ralcorp, which owns the Post Foods brand and manufacturing plant at Niagara Falls, Ont. as well as plants in Arkansas, Michigan and California, produces cereals such as Raisin Bran, Alpha-Bits, Pebbles, Honey Bunches of Oats and its “leading trademark in Canada,” Shreddies.

According to Ralcorp, Sepp’s will “continue its operations” at Delta, B.C. and Richmond Hill, Ont.

The Canadian firm, which has annual net sales of about US$29.3 million, “will become a key part of our frozen bakery business and will enhance Ralcorp’s frozen bakery product offerings,” Ralcorp co-CEO Kevin Hunt said in the buyer’s release.