The UK management team behind rice brand Tilda will be kept on to drive the growth of the company after its acquisition by the US-based Hain Celestial Group.
The group’s latest purchase, which is worth $357 million (£218.1 million), follows it’s procurement of Ella’s Kitchen last year.
UK based Tilda sells its products in 40 countries worldwide. The company clocked up $190 million (£115.9 million) in net sales last year, according to Hain Celestial’s statement.
The company is based in the US and sells only natural and organic food and beauty products. The firm estimates that the acquisition will boost sales in the second half of 2014.
Currently, more than 60 dry rice and ready-to-heat Basmati and speciality rice products are sold under the Tilda brand umbrella. The products are promoted as being free of genetically-modified ingredients, including Akash Basmati and Abu Shmagh.
Irwin Simon, founder, president and chief executive officer of the Hain Celestial Group, said: “We welcome Rohit Samani, managing director of Tilda UK, and his team of sales, marketing, operations and finance professionals, including Bob Bailie, Sunil Bhanji, Umesh Parmar and Lesley Woodward, who collectively have over 100 years of experience at Tilda.”
Mr Simon added that he plans to grow the Tilda brand further by using Hain Celestial’s existing distribution platforms in the US, Canada and Europe with Basmati and ready-to-heat rice product offerings.
According to Mr Simon, Tilda’s existing markets in the Middle East, North America and India will provide the company with new markets for the expansion of Hain Celestial brands including Earth's Best, Ella's Kitchen, Celestial Seasonings, Terra, Rice Dream and Almond Dream.
He added: “Rohit and his team will be responsible for Tilda and our growth into these new markets.”
Tilda, which is often credited as being the first company to introduce Basmati rice to the western market, was founded by the Thakrar family in 1972.
Shilen Thakrar, who was among the founders, said: “We believed Tilda needed to align with a company with the full resources, size and scale of Hain Celestial and its global platform of products in order to realise the full worldwide potential of our rice brands.”