International group Puratos buys start-up Rapidle » PACA’s economic and political bulletin

Puratos, an international manufacturer of ingredients for the bakery, pastry and chocolate sectors, acquires French start-up Rapidle, a provider of customized e-commerce solutions.

4 years after the acquisition of the Belgian start-up, Bakeronline, focused on the digital transformation of artisans, Puratos takes the next step and thus accelerates its development. This new operation allows you to support even more effectively the digital transformation of its customers and reinforce its offer in France. The aim is to merge the two start-ups, Bakeronline and Rapidle, to meet the growing demand from local stores for digitization and visibility to increase their turnover, and also to develop the French Bakeronline market. The common development objective of Rapidle, Bakeronline and Puratos is to increase from 750 to 5,000 artisans in France in the next 3 years.
“The merger of Bakeronline with Rapidle reinforces the Puratos group’s promise to encourage and support bakery, confectionery and chocolate professionals in their digital transformation. We want to be the technology partner of choice in our industrial sector thanks to innovative, efficient and simple solutions”declares Sophie Blum, Marketing Director at Puratos.
A fusion full of promise

Rapidle, a French company founded in 2015 by Steeve Broutin and Yann Browaeys, has become the French market leader in FOOD&COLLECT solutions. Like Bakeronline, Rapidle supports local artisans in their digitization by providing customized e-commerce solutions.

The merger with Rapidle will allow Bakeronline to strengthen its already well-established presence in the French market. “France has many dynamic artisans. Through the combined efforts of Rapidle, Bakeronline and Puratos, we will enable them to focus on product creation and innovation while growing their business. We want to be vectors of innovation”to analyze Maxim Sergeant, Founder and CEO of Bakeronline.

“As a shareholder and co-founder of Rapidle, I am very pleased with this acquisition by Puratos, which will allow Rapidle to continue to develop and innovate for the benefit of current and future customers”declares Steve Broutin, co-founder of Rapidle.
The digitization of artisans: a major challenge for their development

The digitization of local commerce has become a major challenge for the development of artisans. Today, 100%* of companies are convinced that being online is essential. The global pandemic has caused real awareness among artisans of the importance of their rapid digital transformation and has accelerated their need for digitization. But this need to digitize also confronted them with many obstacles: budgetary, technical and availability, while the investment in time dedicated to digitization strongly affects their success and the development of their turnover.

“Over the past two decades, online presence has become a strategic pillar for many companies in various industries to maintain and grow their businesses. It is from this need that Bakeronline was born, almost 10 years ago. Bakeronline thus allows local businesses to easily create their personalized online store, website and mobile application so that they can deliver their products to a greater number of customers in the most convenient and simple way”Explain Maxim Sergeant, Founder and CEO of Bakeronline.
*Source: World of Artisans Survey and AFNIC

About Bakeronline

Bakeronline is a Belgian start-up that allows local businesses to easily create their personalized online store, website and mobile app. In 2018, we joined forces with those of Puratos to offer our digital solutions to a greater number of artisans. We’ve helped digitize convenience stores in over 20 countries around the world. We want to have an impact on this sector by bringing innovation through digitization. For more information visit

About Rapidle

Rapidle is a French start-up that allows local businesses in France to easily create their personalized online store, website and mobile app. Since the launch of the Rapidle solution in 2015, the objective has been to support the digitization of local stores in France so that they can attract more consumers and develop their business to a greater number.

For more information, visit
About Puratos

Puratos is an international group offering a full range of food ingredients and innovative services to the bakery, pastry and chocolate industries. We supply artisans, retailers, manufacturers and catering companies in over 100 countries around the world. Our headquarters are located in Belgium, where the company was founded in 1919. At Puratos, we believe that food has extraordinary power over our lives. And we do not take this responsibility lightly. That’s why we want to help our customers find professional success, transforming technologies and experiences acquired in different food cultures around the world into new opportunities. Together, we advance the planet by creating innovative food solutions for the well-being of consumers around the world.

For more information, visit

Leave a Comment