The Ferrero Group, a global confectionery group, has entered a definitive agreement pursuant to which it will acquire Eat Natural, the maker of cereal bars, toasted muesli and granola. The former plans to maintain and further build the latter’s brand authenticity, while supporting the company with distribution and expansion to new markets and category segments opportunities.
Giovanni Ferrero, executive 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-oriented company who share a number of the same values as us, and like us care deeply for our customers, the environment and the communities in which we operate.”
As part of the transaction, the Ferrero Group will take over the production facilities in Halstead, UK, and plans to retain the management and employees of the business.
Praveen Vijh, co-founder of Eat Natural, added: “We are happy to be joining the Ferrero Group. We have many shared ethics and both have a vision to make healthier snacking available for everyone.”
The transaction is expected to close in the next months.