Cereal bar manufacturer Eat Natural has been acquired by confectionery giant Ferrero for an undisclosed sum.
The deal included Eat Natural’s production facilities in Halstead, with plans to retain the management and employees of the business.
Ferrero executive chairman Giovanni Ferrero described the acquisition as a strategic fit for the business as it expands its overall footprint into the healthy snacking market segment.
He added: “
Eat Natural are a family-orientated company who share a number of the same values as us, and like us care deeply for our consumers, the environment and the communities in which we operate. I very much look forward to welcoming them to the Ferrero Group.”
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Ferrero Group to acquire healthy snack company Eat Natural By Anthony Myers Global confectionery brand, the Ferrero Group has announced it is buying UK healthy snack company Eat Natural the maker of high-quality cereal bars, toasted muesli and granola, for an undisclosed sum.
A spokesperson for Ferrero said it plans to maintain and further build Eat Natural’s strong brand authenticity, while supporting the company with distribution and expansion to new markets and category segments opportunities.
As part of the transaction, The Ferrero Group will take over the production facilities in Halstead, UK, and plans to retain the management and the employees of the businesses.
Nutella, acquires
Eat Natural. That British producer sells muesli and cereal bars, and is to help Ferrero become healthier.
Strong brand authenticity
The Italian Ferrero Group has reached a takeover agreement with Eat Natural, a muesli producer based in Halstead, United Kingdom. The maker of Nutella and Ferrero Rocher says they are buying the British for strategic reasons, to expand their brand portfolio but above all to gain a foothold in the healthier snacks market.
Ferrero says it will retain the Halstead production facilities, as well as the company s management and all employees. Eat Natural s strong brand authenticity is an asset that the acquirer wants to further expand into new markets and segments.
The Ferrero Group is expanding its reach in the protein bar aisle.
Recently, the company announced that it would be acquiring Eat Natural, a brand known for its cereal, toasted muesli, granola and protein bars.
“Eat Natural are an excellent strategic fit for the Ferrero Group as we continue to expand our overall footprint and product offerings into the healthier snacking market segment,” Giovanni Ferrero, executive chairman of the Ferrero Group said. “Eat Natural are a family-orientated company who share a number of the same values as us, and like us care deeply for our consumers, the environment and the communities in which we operate. I very much look forward to welcoming them to the Ferrero Group.”