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Kraft Heinz to keep baby food brand Plasmon

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Kraft Heinz to keep baby food brand Plasmon

Kraft Heinz Co. will keep its Italy-based baby food brand Plasmon after exploring the possibility of selling the business, along with other labels, earlier this year, Reuters reported Oct. 23, citing the company's general manager for Italy Felipe Della Negra.

Plasmon is best known for its baby biscuits but it also offers a selection of other infant food products such as first milk, homogenized baby food, pasta and fruit compote, the report said.

According to the news wire, a review brought about a change of strategy for Plasmon and changed the company's decision to sell the brand. Kraft Heinz Italia's baby food portfolio includes Plasmon and smaller brands such as Nipiol, Cuore di Natura and Dieterba.

Della Negra reportedly said the company plans to expand exports of its baby food products to promising markets such as China. At present, only 5% or $10 million of Kraft Heinz Italia's baby food sales are overseas, Reuters reported.

Meanwhile, Della Negra noted that they will increase the use of Italian ingredients on Plasmon products under an agreement with the Italian agriculture ministry.

In May, it was reported that Kraft Heinz has put Plasmon up for sale in order to focus on its global brands. However, Kraft Heinz stopped the sale of Plasmon as well as its Breakstone's and Ore-Ida businesses in July due to lukewarm interest from buyers and new CEO Miguel Patricio wanting to review all the brands of the packaged-foods producer.