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Vitamin Well Group has agreed to acquire Belgium-based contract development and manufacturing organisation (CDMO) EMPWR from Waterland Private Equity Investments, in a deal designed to strengthen its protein bar business and accelerate the global growth of its Barebells brand.

The transaction will see Vitamin Well Group bring one of Barebells' long-standing manufacturing partners into the business, providing greater control over production capacity while enhancing innovation across the protein bar category.

EMPWR operates four manufacturing facilities across Croatia, the Netherlands, the United States and Canada, employing more than 1,500 people and serving over 100 customers worldwide. The company has manufactured Barebells' range of protein bars for many years, supporting the brand's international expansion.

Vitamin Well Group said the acquisition will enable increased investment in manufacturing capacity to support future volume growth, while combining the two companies' complementary research and development capabilities to accelerate new product innovation and respond to evolving consumer demand.

The group stressed that it will continue to operate as a brand-led consumer goods company and maintain its wider network of manufacturing partners across multiple product categories and regions.

EMPWR will also continue to serve its existing customer base following completion of the transaction, with the company stating that maintaining customer relationships, service levels and contractual commitments will remain a priority.

Following completion, private equity firm Cinven will remain the lead investor in Vitamin Well Group. The company's founders and existing shareholders, including Bridgepoint, will continue as significant long-term owners, while Waterland will reinvest part of its proceeds to become a minority shareholder in the enlarged business.

Jonas Pettersson, CEO and co-founder of Vitamin Well Group, said: "By joining forces, we are strengthening our ability to support Barebells' continued growth, increase capacity and accelerate innovation across the protein bar category."

Frederic Landtmeters, CEO of EMPWR, said: "Our long-standing partnership with Barebells has demonstrated what we can achieve together. We look forward to contributing our manufacturing and innovation expertise while continuing to deliver for all our customers."

Pontus Pettersson, partner and head of the Nordic regional team at Cinven, said: "Barebells has grown into one of the most dynamic and recognisable protein bar brands in the world, with a growing presence in the United States and strong recognition across Europe. Bringing EMPWR into the Group will help to fuel the business's continued growth."

The transaction remains subject to customary regulatory approvals and closing conditions and is expected to complete during the fourth quarter of 2026.

Top image: © EMPWR