Belgian dessert manufacturers Dessert Factory and Verbau have joined forces to create a new entity called Mellow. Dessert Factory, founded in 2007 in Villers-le-Bouillet, Liège, specializes in baked desserts like moelleux and cheesecake, while Verbau, established in 2010 in Leuze-en-Hainaut by Antoon Verschelden, is recognized for its raw desserts such as mousse and tiramisu. This merger not only combines their expertise in the dessert sector but also establishes Mellow with three production sites located in Villers-le-Bouillet, Leuze, and an additional recently acquired facility in Estrées-Deniécourt, situated in northern France.
With a combined workforce of over 250 employees, Mellow is well-positioned to manufacture a diverse range of dessert products. The company produces private-label desserts for major retailers, national brand desserts through various licensing agreements, and its own dessert products. The merger is expected to strengthen Mellow’s market presence and drive growth while maintaining a commitment to quality and variety. Sébastien Dryon, who serves as the CEO of the newly formed company, emphasizes the importance of preserving the human and social values that are central to the company’s identity.
Mellow is dedicated to guiding its operational decisions through a carefully crafted roadmap, which prioritizes employee development, minimization of environmental impact, fair profit distribution among stakeholders, and the forging of strong partnerships. This strategic approach is aimed at ensuring sustainable growth while adhering to the core values that define the company culture. As Mellow sets its sights on future expansion, these principles will serve as foundational elements in driving the company’s overall success and operational integrity.
Financially, Mellow aims to generate €100 million (approximately $109.8 million) by 2024, with ambitions for further growth to reach €120 million by 2026. A significant portion of this revenue is expected to come from international markets, as exports currently represent 85% of the company’s sales. The leadership at Mellow acknowledges that diversifying its market presence is crucial for future growth, particularly in light of changing consumer preferences and global market dynamics.
As of now, Mellow’s primary markets include western Europe, particularly the Benelux region, France, Germany, Spain, and the UK. The company has also seen considerable success in the United States, where it generates 20% of its revenue. Mellow’s plans extend beyond these markets as the leadership envisions further development in regions such as Australia, New Zealand, Japan, China, and others, demonstrating their commitment to leveraging international opportunities for expansion.
In summary, the merger of Dessert Factory and Verbau into Mellow represents a strategic consolidation aimed at enhancing market competitiveness, operational capacity, and financial growth. With a focus on maintaining core values while pursuing ambitious revenue targets, Mellow’s initiatives in both production and international expansion reflect a forward-thinking approach geared towards establishing a prominent brand in the global dessert industry. The leadership’s commitment to fostering positive relationships with employees and stakeholders will be crucial in achieving long-term success in an increasingly competitive marketplace.