Food, ingredients and retail firm Associated British Foods (ABF) is to buy ethnic flour brand Elephant Atta from Premier Foods, the company announced on Friday.
Elephant Atta, established in 1962, is being purchased by ABF’s ethnic food subsidiary Westmill Foods for a cash consideration of £34m.
The company sells a variety of medium, self-raising, white, brown and wholemeal flours which are used to make chapattis and unleavened flat breads.
‘Elephant Atta is the UK’s leading ethnic flour brand and will complement Westmill’s other leading ethnic brands including Tolly Boy rice, Rajah spices, Lucky Boat noodles and Patak’s pastes and sauces,’ said ABF Chief Executive George Weston.
Premier Foods will continue to mill and package the flour until regulators approve the deal.