Kraft invests EUR 15m in biscuit brand development

The new European Centre of Expertise for Biscuits will open in 2011 to develop the firm’s biscuit brands that include LU, Mikado, Prince and TUC. It will the 12th Kraft Food research and development centre globally.

Researchers, product and packaging designers will move from current offices leased at Danone’s research and development centre that is close to where the new plant will be built in Saclay in the Parisian suburbs.

Michael Clarke, president of Kraft Foods Europe, said France was an important market for Kraft Foods and the new site would help develop new products in the biscuit category.

“This investment makes good business sense, allowing us to drive biscuit innovation and future growth,” he said.

The announcement comes a month after Cadbury rejected a £10.2bn takeover bid from Kraft as “fundamentally undervaluing the group”. Kraft said it would continue with its bid to buy the UK confectionery firm.

The US firm has also recently outlined plans to cut its supplier base in a bid to save more than $300m a year.

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