Eat Natural acquired by confectionery giant Ferrero

By James Ridler contact

- Last updated on GMT

Eat Natural has been acquired by Ferrero
Eat Natural has been acquired by Ferrero

Related tags: Confectionery

Cereal bar manufacturer Eat Natural has been acquired by confectionery giant Ferrero for an undisclosed sum.

The deal included Eat Natural’s production facilities in Halstead, with plans to retain the management and employees of the business.

Ferrero executive chairman Giovanni Ferrero described the acquisition as a strategic fit for the business as it expands its overall footprint into the healthy snacking market segment.

He added: “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. I very much look forward to welcoming them to the Ferrero Group.”

Building the brand

The Ferrero Group said it planned to maintain and further build Eat Natural’s ‘strong brand authenticity’, while supporting the company with distribution and expansion to new markets and category segment opportunities.

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. We very much look forward to working with the Eat Natural team as we build our journey of growth together.”

Made by hand

Eat Natural employs more than 300 people at its production site in Halsted, making both fruit and nut bars and cereals in small batches, mainly by hand. The manufacturer specialises in only using ingredients that would commonly be found in the home.

Eat Natural co-founder Praveen Vijh said: ““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. We can’t wait to get started."

Meanwhile, Eat Natural was one of the businesses to feature on the BBC television programme Inside the Factory,​ welcoming films crews on site for the first time in its 22-year history.

Related topics: Confectionery, Operations

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