19/10/2022 – Merger / Plant-Based / Müller's Mühle / GoodMills / Innovation / Legume / Flours
Entire plant-based protein value chain brought under one roof at GoodMills Innovation
The sales, marketing and application technology activities for the legume flours of Müller's Mühle Business Solution become part of the GoodMills Innovation portfolio following merger and implementation of B2B sales division ‘Plant-Based Proteins’.
Müller's Mühle Business Solution’s range of legume flours perfectly complements the extensive, predominantly cereal-based offerings of Hamburg-based company GoodMills Innovation, thus serving to boost the growth and development potential of the plant-based alternatives, snacks and bakery markets.
Although both companies already exist under the same corporate umbrella, the merger and implementation of the B2B sales division ‘Plant-Based Proteins’ means existing synergies can be exploited, along with the pooling of expertise in European sales, application technology and product development.
Advancing plant-based proteins
The aim of the merger is to further develop the ‘Plant-Based Proteins’ business and establish the product range in the European market as functional ingredients for plant-based alternatives, snacks and baked goods.
“We will further expand the segment for innovative legume flours in close co-operation with Müller's Mühle,” advised Dr Gregor Peter, Chairman and Managing Director of GoodMills Innovation GmbH – part of the GoodMills Group, Europe’s largest milling organisation.
Dr Peter added that both product lines also complement each other perfectly. “Together with our application technology know-how, on-site refining techniques and understanding of the market, there is a lot of new potential going forward,” he remarked.
Focus on customer needs
With the merger having taken place on 1st October 2022, at the beginning of the new financial year, GoodMills Innovation is now the new contact for all matters related to the group's B2B ingredient activities.
Müller's Mühle, meanwhile, will focus on sourcing, raw material supply, manufacturing and quality management. Speaking about the decision to merge the two businesses, Dr Peter explained: “By joining forces, we will be able to better respond to the future needs of both our customers and consumers. Through close interlinking along the entire value chain, we offer our customers a real advantage and added value in the competitive food market.”
Extensive ingredient portfolio
The legume flours produced by Müller's Mühle complement the range: SMART® PULSES, SMART® PULSES PRO and PURAFARIN® PULSES are made from the raw materials fava bean, red lentil, yellow pea and chickpea, and are both gluten- and soy-free. They are an optimal extension of GoodMills Innovation's VITATEX® and WHEATMEAT® texture range based on wheat, pea and soy.
In this way, GoodMills Innovation and Müller's Mühle are therefore “using their synergies to meet the needs of the growing plant-based segment and thus position themselves as a competent and solution-oriented partner in the European food market”, the companies said in a statement.
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