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Holmarcom Group, the Moroccan conglomerate controlled by Mohammed Hassan Bensalah, has sold Biscoland, a young biscuit and chocolate maker launched in 2023, to Spanish food group Adam Foods, handing over a new manufacturing base near Casablanca as the buyer pushes deeper into North Africa.
The transaction gives Adam Foods a recently built plant in Bouskoura, south of Casablanca, and a platform that can supply the Moroccan market while opening distribution lanes into parts of West Africa. Adam has described the deal as part of an international expansion program that has gathered pace in recent years.
Biscoland is small compared with Holmarcom’s bigger pillars in finance, logistics, real estate and agribusiness, but it carried symbolic weight. It was one of the clearest signs Holmarcom was willing to place a fresh consumer products bet at a time when Morocco’s packaged foods aisle is getting more competitive and more brand led. Biscoland positioned itself as a new entrant with two main product lines, one focused on biscuits and the other on chocolate and confectionery.
The Bouskoura site is the prize asset. The factory was completed in 2023 and sits on a 36,000 square metre plot, with 13,000 square metres of built area. Adam says the lines are set up for laminated, rotary and sandwich biscuits, wafers and chocolate coated products, giving it immediate capacity without the usual long lead time of a greenfield build.
Holmarcom’s identity has long been shaped by its founder’s instinct for building institutions that last. Bensalah established the group and helped steer its expansion into a structured, multi sector holding company that became one of Morocco’s most influential private groups.
