Euricom, a European rice specialist, has signed binding agreements to acquire 100% of Ebly, the joint venture between Mars, Incorporated and Axéréal Participations, including the Ebly brand and its Châteaudun production site in France.

The deal strengthens Euricom’s position as a pan-European supplier of rice-based products, particularly in the private label and B2B sectors, by adding Ebly’s ready-to-heat (RTH) rice pouches to its portfolio.

The Châteaudun facility is the largest RTH rice plant in the EU, with an installed capacity exceeding 100 million units per year, and also produces pre-cooked wheat products under the Ebly brand.

Bruno Sempio, Euricom’s chairman, said the deal would allow the company to leverage Ebly’s “state-of-the-art facility to further develop the RTH sector and provide a comprehensive product offering to our customers across Europe.”

Sempio added that the company also plans to expand the Ebly brand’s direct retail presence while maintaining existing partnerships with Mars and Axéréal.

The transaction builds on Euricom’s recent acquisition of Polish rice and snack brand Sonko in 2024, consolidating its leadership across both retail-packed rice and rice-based snacks.

In addition to rice, the deal strengthens Euricom’s wheat portfolio, complementing its existing offerings in dry pasta, flour and semolina.

Ebly pioneered the EU’s RTH rice category and maintains a direct presence in France, Belgium, Germany, Austria and Switzerland. The Châteaudun plant also manufactures Ben’s Original RTH rice products under a co-manufacturing agreement.

Completion of the deal is contingent on consultation with Ebly’s works council, with finalisation expected by the end of April 2026. Galaet Limited acted as financial advisor to Euricom, with BDGS Associés providing legal counsel and EY-Parthenon advising on due diligence.

Financial terms were not disclosed.