Ferrero to acquire UK healthy snack brand

  • 17 December 2020
  • M&A
Eat Natural makes bars, toasted muesli and granola sold in supermarkets, health stores, corner shops and petrol stations

By Charles Wheeldon

Italian global confectionery group The Ferrero Group today announced it will acquire Eat Natural, which makes bars, toasted muesli and granola.

Eat Natural’s products are sold in major supermarkets, health stores, corner shops and petrol stations. The company has more than 300 employees.

The Ferrero Group stated it will take over Eat Natural’s production facilities in Halstead, Essex, and retain its management and staff. It will keep the Eat Natural brand, while supporting it with distribution and expansion into new markets and category segments.

Giovanni Ferrero, chairman of the Ferrero Group, said: “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. 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.”

Eat Natural co-founder Praveen Vijh added: “Ferrero is a fabulous company and we are proud that they would like us to be part of their family. 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.”

Lapo Civiletti, chief executive of the Ferrero Group, said: “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 transaction is expected to close in the next few months. Davis Polk & Wardwell was legal advisor to Ferrero.

in October Ferrero announced another UK acquisition with the takeover of Fox’s Biscuit, a bakery business of 2 Sisters Food Group, in a deal worth £246 million.