Italian chocolate maker Ferrero acquires UK snack and breakfast cereal company Eat Natural

UK – The Ferrero Group, the second biggest chocolate producer and confectionery company in the world, has agreed to acquire Eat Natural, a manufacturer of cereal bars, muesli and granola for a undisclosed sum.

Founded out of a desire to create healthy and happy lifestyle, Eat Natural is a UK-based brand offering a portfolio of snacks and breakfast cereals, made without preservatives.

The company which started in a home kitchen has stood the test of time, running successfully for more than 20 years now, producing healthy snacks and breakfast cereals from wholesome ingredients.

Their relative success in the UK, caught the attention of Ferrero, a world leader in the confectionary food segment, in dire need to expand its healthy snack portfolio.

“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.

Following the acquisition, Ferrero plans to support the company in expanding to new markets and categories, as well as in growing its distribution network.

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The transaction – which follows a deal for Fox’s Biscuits assets – will see Ferrero take over Eat Natural’s production facilities in Halstead, UK.

Commenting on the acquisition, Lapo Civiletti, CEO 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.”

Civiletti further noted that the acquisition of Eat Natural will allow Ferrero to be present in this relevant market segment, fulfilling the evolving needs and trends of consumers.

The confectionery giant says that it plans to retain the company’s management and employees.

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

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