Mohamed Hassan Bensalah’s Holmarcom Group has sold Biscoland, a Moroccan biscuit and chocolate maker, to Spanish food group Adam Foods for an undisclosed sum.
The deal includes a modern factory in Bouskoura, near Casablanca, and Biscoland’s local brands, giving Adam Foods a foothold in Morocco and access to West African markets.
Biscoland, launched in 2023, was a strategic venture for Holmarcom, showcasing its willingness to invest in Morocco’s competitive consumer products sector.
The Bouskoura factory, completed in 2023, has capacity for laminated, rotary, and sandwich biscuits, wafers, and chocolate-coated products.
Adam Foods plans to leverage Biscoland’s assets to expand its international presence, particularly in North Africa. The acquisition is part of Adam Foods’ growth strategy, following recent expansions into new markets.
Bensalah, a prominent Moroccan businessman, has led Holmarcom’s growth into a diversified conglomerate with interests in finance, logistics, real estate, and agribusiness.
The sale of Biscoland reflects Holmarcom’s focus on strategic investments and portfolio management.
