Barebells owner to merge with protein-bar manufacturer

Vitamin Well Group is merging with EMPWR, the shaper of the sports-nutrition firm's Barebells macromolecule bars.

The fiscal presumption of the deal, announced by Cinven, 1 of Vitamin Well's private-equity backers, were not disclosed.

Under the agreement, EMPWR's proprietor Waterland Private Equity, volition clasp a number involvement successful the enlarged business.

In a statement, Cinven, which invested successful Vitamin Well successful 2024, described EMPWR arsenic an "important manufacturing partner" for the business.

Cinven said the woody "unlocks the quality to summation investments successful capableness and prosecute important measurement maturation opportunities".

It besides said the operation would "accelerate" caller merchandise development.

Jonas Pettersson, Vitamin Well's CEO and founder, called the woody a "transformational moment" for the company.

He added: "For respective years, the planetary request for Barebells has grown astatine a important gait and this transaction positions america to afloat lucifer the increasing user request and prolong that momentum."

In a LinkedIn post, UK-based FMCG advisor Karl Bickley, the laminitis of Seventy8 Consulting, said: "When request outruns supply, owning the marque stops being enough. You privation the accumulation enactment too, the capacity, the recipes, the borderline that a booming macromolecule marketplace is making scarce."

Belgium-based EMPWR supplies nutrition bars to much than 100 customers worldwide, with Vitamin Well its "largest" clients, according to the connection announcing the deal.

Frederic Landtmeters, EMPWR's CEO, added: "EMPWR has grown rapidly successful caller years, successful portion driven by the phenomenal occurrence of Barebells.

"Joining Vitamin Well is simply a earthy measurement that aligns our shared ambitions and creates the conditions for EMPWR to proceed increasing arsenic an integral portion of a planetary functional nutrient and beverage platform."

Founded successful 2006 and headquartered successful Stockholm, Vitamin Well sells nutrient and beverage products successful much than 50 markets.

It employs astir 750 people, generating gross of €650m ($744.7m).

Bridgepoint, which bought a bulk involvement successful Vitamin Well successful 2016, has remained an capitalist successful the concern since the woody with Cinven 2 years ago.

Besides Barebells macromolecule bars, its portfolio includes Vitamin Well drinks and Nocco functional beverages.

Belgium-based EMPWR runs 4 accumulation sites successful Croatia, the Netherlands, the US and Canada. It employs much than 1,500 people.

"Barebells proprietor to merge with protein-bar manufacturer" was primitively created and published by Just Food, a GlobalData owned brand.