The Ferrero Group has agreed to acquire Eat Natural, a manufacturer of cereal bars, muesli and granola.
Eat Natural is a UK-based brand offering a portfolio of snacks and breakfast cereals, made without preservatives.
Following the acquisition, Ferrero plans to support the company in expanding to new markets and categories, as well as in growing its distribution.
The transaction – which follows a deal for Fox’s Biscuits assets – will see Ferrero take over Eat Natural’s production facilities in Halstead, UK.
“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,” said Giovanni Ferrero, executive chairman of the Ferrero Group.
Lapo Civiletti, CEO of the Ferrero Group, added: “We are bringing a much-loved, authentic product portfolio into our business, with a very strong market position in the healthier snacks segment. This will allow us to be present in this relevant market segment, fulfilling the evolving needs and trends of consumers.”
The confectionery giant says that it plans to retain the company’s management and employees.
The transaction, which is subject to customary closing conditions and regulatory approvals, is expected to close in the coming months. The financial terms of the deal have not been disclosed.
© FoodBev Media Ltd 2021
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