Mitiska, with two partners -Rudi Mariën and Thomas Baert-, invests Eur 3 million in Eden Chocolates Holding. The investment proceeds will be used to support sales & marketing activities in China. This investment follows an investment done by Gimv-Agri+ and by China Fund end 2010.
Rudi Mariën is the well known serial entrepreneur, essentially in biotech, with board mandates in different public and private companies. Thomas Baert is the co-owner and CEO of Chinafloors (China) Timber Ltd with more than 15 years experience in China.
Eden Chocolates was founded in 2007 with the aim to market a modern luxury chocolate made by Belgian master chocolate confectioners in the emerging Chinese market. The modern and brand new production plant of Suzhou (China) is fully dedicated to the Chinese market.
In China, Eden Chocolates was the first brand to bring a premium dark 100%-cocoabutter chocolate to the mass market at affordable prices. Senz is the first dark only brand in China. In order to accelerate the route to market, Eden Chocolates works with tier-1 partners, including the nearby located Barry Callebaut. Senz is distributed in more than 2600 retail stores in China by Sims distribution, a company of the Hong Kong stock listed DCH holding.
“We are very happy that we have convinced these top entrepreneurs with a strong and proven track record to invest in our project. Their financial investment and professional experience will help us to realize our ambitious expansion plans in China” comments Wim Petermans, CEO Eden Chocolates, who also invested in Eden Chocolates.
“Mitiska and its partners are very enthusiastic to support Eden Chocolates Management Team in its challenging growth strategy. We have been impressed by Management achievements in China in such short time frame in a quite complex market “ explains Bernard Raevens, COO Mitiska. “Eden Chocolates is the perfect example of companies we want to invest in, a state-of-the-art production, a unique business concept and a strong Management focusing on promising markets such as China. We will be pleased to support the Management Team of Eden Chocolates thanks to our retail and entrepreneur expertise combined with the Chinese experience of Thomas Baert” adds Luc Geuten, CEO Mitiska.