Italy’s Ferrero confectionery giant announced a definitive agreement for the acquisition of Eat Natural, the UK company specializing in high-quality cereal bars, toasted muesli and healthy granola.
The Italian group plans to maintain and further build Eat Natural’s strong brand authenticity, while supporting the company with distribution and expansion in new markets and category segments opportunities.
THE AGREEMENT
As part of the agreement, Ferrero will take over the production facilities in Halstead, UK, and plans to retain the management and employees of the businesses.
“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 executive chairman Giovanni Ferrero. “Eat Natural are a family-orientated company that just like us care deeply for our consumers, the environment and the communities in which we operate.”
“We are very happy to be joining the Ferrero Group,” said Eat Natural Co-founder, Praveen Vijh. “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.” The transaction, subject to customary closing conditions and regulatory approvals, is expected to close in in the next months.