Campbell Soup is to acquire Danish baked snacks company Kelsen Group whose primary brands include Kjeldsens and Royal Dansk. Kelsen has established distribution networks in markets in Asia, South America, the Middle East and Africa as well as the United States. It is also said to be a market leader in the assortment segment of the sweet biscuits category in China and Hong Kong, where growth in sweet biscuits is outpacing the growth of the $60 billion global sweet biscuits market.

Kelsen has been exporting Danish butter cookies to China for more than twenty years. Its Kjeldsensbrand is said to have strong awareness with retailers and consumers in major cities, and its sales in China have grown at a compound rate exceeding 28% in the last three years. The company generated DKK 1.043 billion ($180 million) in net sales for the year ended Dec. 31, 2012. Aggregate net sales have grown at a compound double-digit rate since 2009. Kelsen employs 366 people worldwide.

“We are delighted to welcome the Kelsen team to Campbell and to add Kelsen s distinctive brands to Campbell s outstanding portfolio of baked snacks, including our Pepperidge Farm cookies and crackers in North America and Arnott’s biscuits in Australia,” said Denise Morrison, Campbell’s president and chief executive officer. “Kelsen will give Campbell a solid platform for growth in baked snacks in China and for the expansion of our international footprint. The acquisition of this successful business is another important step in Campbell’s quest to delight new consumers through expansion into higher-growth spaces, including fast-growing emerging markets.”

Campbell plans to operate Kelsen as a standalone business based in Denmark, reporting to Luca Mignini, president – Campbell International.

“Kelsen s combination with Campbell will represent a wonderful marriage of complementary skills and capabilities,” said Mignini. “Its strong position in China and Hong Kong will enhance our presence in the region. At the same time, Kelsen’s talented management team will have the opportunity to leverage Campbell’s marketing, consumer insights, R&D and supply chain expertise to grow the business in both new and existing markets.”

“Kelsen has been providing quality products to consumers for over 75 years,” said Brian Rønsholdt, CEO of Kelsen Group. “We look forward to joining Campbell and its family of trusted brands. Campbell’s consumer-focused capabilities and wide-ranging experience in biscuit production will provide new resources for enhancing Kelsen s product lines and strengthening our engagement with consumers around the world.”