Brands
Wunderman acquires Amazon consulting agency 2Sales
MUMBAI: Wunderman, the leading global digital agency and a WPP company has acquired 2Sales International, an e-commerce consulting agency that supports global brands in building their business on Amazon and other online marketplaces.
2Sales will become part of Wunderman’s growing global commerce offering, Wunderman Commerce.
The acquisition further strengthens Wunderman Commerce’s Amazon expertise across supply chain, operations and assortment planning, content/search optimisation and promotional management, particularly in European markets where Amazon’s market share is growing rapidly, and where their broader consumer influence is becoming increasingly important to clients.
2Sales employs 66 people in Luxembourg, and is a one-stop Amazon solution that utilises automated processes to optimise content generation, sales promotions across eight international Amazon platforms. Clients include ACCO, Columbia, Fiskars and SC Johnson.
Wunderman Commerce global CEO Neil Stewart says, “For brands to win on Amazon requires tools and techniques that come with direct knowledge and expertise, something 2Sales has mastered over the years by working with over 150 brands. We are delighted that they are joining the Wunderman Commerce family, fortifying our Amazon capabilities across EMEA, and supporting our ability to provide multichannel digital commerce services to our brand clients.”
2Sales CEO Helmut Rieder adds, “This is an exciting time for 2Sales as it will enable us to extend our marketplace services and Amazon capabilities to Wunderman Commerce’s global client base. Wunderman Commerce has established itself as the go-to agency in defining and delivering digital commerce strategies across all online channels, and we are thrilled to now be a part of it.”
Brands
Nestlé weighs trimming ice cream footprint and Froneri stak
Swiss giant reviews options including stake cut in €15bn JV as it eyes higher-margin focus post-Unilever split.
MUMBAI: Nestlé is melting down its ice cream ambitions or at least scooping back a few spoonfuls amid a strategic review that could see it slim its stake in blockbuster joint venture Froneri. According to a Bloomberg report published 18 February 2026, the Swiss food and beverage powerhouse is mulling a reduced presence in the global ice cream segment. Options on the table include trimming its holding in Froneri, the joint venture with private equity firm PAI Partners that houses crowd-pleasers like Häagen-Dazs, Mövenpick, and Rowntree’s or even shifting some of Nestlé’s remaining wholly owned ice cream operations into the JV.
Discussions remain fluid, with no final decisions locked in and no guarantee of any transaction materialising. One scenario has PAI Partners boosting its ownership if Nestlé pulls back, while another could see the Swiss group offloading a portion of its stake to an existing investor like the Abu Dhabi Investment Authority (ADIA).
Froneri itself got a hefty valuation boost in October (likely 2025), when Goldman Sachs and ADIA poured in fresh capital, pegging the business at around €15 billion (about $17.69 billion). The move turned heads in the sector, especially as Unilever spun off its ice cream arm last year into the now-independent Magnum Ice Cream Company freeing both giants to chase sunnier, higher-margin pastures.
Nestlé’s rethink, reportedly overseen by new CEO Philipp Navratil as he sifts through the company’s vast portfolio, mirrors broader industry trends: consumer giants are sharpening focus on core strengths amid shifting tastes and profitability pressures. Ice cream might be delicious, but it’s not always the creamiest part of the balance sheet.
Whether this ends in a stake sale, JV expansion, or just more pondering, the frozen dessert world could soon see another ownership shake-up. For now, Nestlé isn’t screaming “last orders” but it’s definitely checking the freezer temperature.
