Casablanca – The Catalan food company Adam Foods has officially entered the Moroccan and North African market through the acquisition of Biscoland, the biscuit division of the Moroccan conglomerate Holmarcom. This move marks a strategic milestone in the company’s international expansion, reflecting its ambition to strengthen its presence beyond Europe while tapping into the growing food market in North Africa.

Acquisition details and factory profile

Under the agreement, Adam Foods has purchased 100% of Biscoland’s assets, which include its modern production facility located in Bouskoura in the Nouaceur province near Casablanca. The factory, constructed in 2023, occupies a total land area of 36,000 square meters, with 13,000 square meters dedicated to production. It is equipped with advanced industrial technology, enabling the manufacture of biscuits, crunchy wafers, and chocolate products, including bars and spreads. These products are intended for both local and regional markets, with plans to resume full production in 2026.

The financial details of the acquisition have not been disclosed, but the transaction remains subject to approval by the Moroccan Competition Council, which will ensure that the merger does not compromise free market competition.

Strategic rationale and international expansion

Adam Foods, a major Spanish food manufacturer and owner of brands such as Cuétara, Artiach, La Piara, Granja San Francisco, Panrico, Phoskitos, and Birba, operates eight production sites in Spain, with its products distributed across 75 countries worldwide. The acquisition of Biscoland is part of the company’s international growth strategy, which began in 2023 with the purchase of the Polish group Dr. Gerard, targeting Central European markets. In 2024, the company further expanded by acquiring 75% of the Spanish ready-meal and processed meat company Carlit.

The company stated that the acquisition of Biscoland represents a decisive step in its international growth strategy, enabling it to broaden its horizons, generate operational synergies, and build a more global and competitive enterprise. It also emphasized the strong growth potential of Morocco and the wider North African market, highlighting the region’s attractiveness to international investors due to its industrial and logistical capabilities.

Market potential and local development

The Moroccan biscuit and confectionery market has experienced steady growth in recent years, driven by rising domestic demand and expanding regional trade opportunities. The acquisition of Biscoland is expected to enhance industrial integration, allow for the development of region-specific products, and support export strategies toward Arab and African markets. By leveraging Biscoland’s existing expertise and distribution networks, Adam Foods aims to complement its current product portfolio while establishing a strong manufacturing and operational base in Morocco.

The Casablanca factory will serve as a regional hub for Adam Foods’ operations, combining Spanish production know-how with local insights to tailor products to consumer preferences in Morocco and neighboring countries. The factory’s modern infrastructure and technology also position it to support future expansions within North Africa.

Broader implications

This acquisition underscores Morocco’s growing appeal as an investment destination in the food industry. The country’s strategic location, modern industrial zones, and access to regional markets make it a compelling choice for companies seeking to expand into Africa and the Middle East. Adam Foods’ move reflects broader trends of European food companies internationalizing their operations and targeting high-growth markets outside traditional European territories.

With production scheduled to restart in 2026, Adam Foods is positioning itself to capitalize on regional growth opportunities, strengthen its brand presence, and establish a sustainable, long-term operational footprint in North Africa. The partnership between Adam Foods and Holmarcom’s former assets illustrates the synergy potential between international companies and established local operations, combining global expertise with local market knowledge.