ABF buys Elephant Atta flour brand

by Eric Schroeder
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LONDON — Westmill Foods, a subsidiary of Associated British Foods P.L.C., has acquired Elephant Atta and smaller related ethnic flour brands from Premier Foods P.L.C. for £34 million ($52.7 million).

Elephant Atta was established in 1962 and is sold in a variety of medium, self-raising, white, brown and wholemeal flours. The flour is used to make chapatti and other unleavened flat bread for daily consumption.

Westmill Foods is a provider of ethnic food products to ethnic retailers and wholesalers.

“Elephant Atta is the U.K.’s leading ethnic flour brand and will complement Westmill’s other leading ethnic brands, including Tolly Boy rice, Rajah spices, Lucky Boat noodles and Patak’s pastes and sauces,” said George Weston, chief executive officer of ABF.

ABF said Premier Foods will continue to mill and package the flour with the brands being managed independently from Westmill Foods until regulatory approval is obtained.

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