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

Related news

Show more

1 comment

hpv treatment

Posted by celina amber,

just to make the story short, few weeks ago i found a herbalist Dr. online who has cured thousand of HPV virus patients with 100% excellent result and i inquire the treatment for me and my husband taking it for two weeks and we got cured i just want to use this medium to thanks Dr Ogedegbe for his wonderful treatment he so-much saved us from this virus his information has been attached to my post you can reach out to him via:  dr.ogedegbe6@gmail.com, whatsapp number +2348109374702  . Thanks to you Dr Ogedegbe for curing me and my husband from this deadly virus.He also cured the following ......HERPES.....HIV....ALS...COPD...CANCER......DIABETES.......

Report abuse

Post your comment

We will not publish your email address on the website

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Follow us

Products

View more

Webinars