Orkla Foods to sell potato flatbread brand Vestlandslefsa to Baxt Lierne

Norwegian conglomerate Orkla said that its subsidiary Orkla Foods Norge has agreed to sell its potato flatbread brand Vestlandslefsa to Skagerrak-Holding and its subsidiary Baxt Lierne for an undisclosed price.

Orkla Foods Norge is selling the potato flatbread (lefse) business to optimize its portfolio and focus production at Stranda on pizza.

Baxt Lierne supplies bakery products to the Norwegian grocery sector, convenience stores, petrol stations, and the out-of-home sector.

The agreement covers the disposal of the Vestlandslefsa brand, including recipes and production equipment. Also part of the sale is the Li-Klenning trademark, said Orkla.

The Vestlandslefsa soft potato flatbread business became part of the Norwegian conglomerate following the acquisition of Rieber & Søn in 2013. Orkla’s net sales revenues from the lefse products that are to be sold totalled nearly NOK 20 million in 2019.

Paul Jordahl – CEO of Orkla Foods Norge said: “Vestlandslefsa has a long history and is a favourite of many Norwegian consumers. We are glad that the business will be continued in the Baxt group. The sale is part of Orkla’s strategy to concentrate resources on our priority growth areas.”