Ferrero Group to acquire healthy snack company Eat Natural

By Anthony Myers

- Last updated on GMT

Ferrero is set to acquire Eat Natural. Pic: Ferrero Group
Ferrero is set to acquire Eat Natural. Pic: Ferrero Group

Related tags Ferrero brands

Global confectionery brand, the Ferrero Group has announced it is buying UK healthy snack company Eat Natural the maker of high-quality cereal bars, toasted muesli and granola, for an undisclosed sum.

A spokesperson for Ferrero said it plans to maintain and further build Eat Natural’s strong brand authenticity, while supporting the company with distribution and expansion to new markets and category segments opportunities.

As part of the transaction, The Ferrero Group will take over the production facilities in Halstead, UK, and plans to retain the management and the 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 Giovanni Ferrero, Executive Chairman of the Ferrero Group.

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​.” 

Created 23 years ago by friends Preet Grewal and Praveen Vijh, Eat Natural was and has grown to be a considerable force within healthier snacking.

We are very happy to be joining the Ferrero Group​,” said Eat Natural Co-founder, Praveen Vijh, “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​."

The transaction, subject to customary closing conditions and regulatory approvals, is expected to close in in the next months.

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