Ferrero Group, the parent company of 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.
“Can’t wait”
“We are very happy to be joining the Ferrero Group,” says Praveen Vijh, co-founder of Eat Natural, in a press statement: “We have many shared ethics and both have a vision to make healthier snacking available for everyone. Like us, they pride themselves on a commitment to ingredients, taste and storytelling. We can’t wait to get started.”
We don’t know how much Ferrero is paying for the acquisition. The deal is expected to be finalised in the coming months.
