The Ferrero Group buys Eat Natural, the English manufacturer of healthy bars

The company will take over the production facility in Halstead, UK, and management and employee retention plans.

The Ferrero Group, manufacturer of products such as Nutella or Ferrero Rocher chocolates, has reached a definitive agreement to buy Eat Natural, the British manufacturer of high-quality cereal bars, toasted muesli and granola, according to a statement.

Specific, the multinational wants to maintain and develop the strong authenticity of the Eat Natural brand, as well as supporting the company with distribution and expansion into new markets and segment category opportunities. As part of the transaction, Ferrero will take over the production facility in Halstead, UK, and retention plans. of managers and employees.

The company has specified that the transaction, subject to customary closing conditions and regulatory approvals, is expected to close in the coming months.

“Eat Natural constitutes an excellent strategic addition for the Ferrero Group when it comes to expanding our global presence and our product offer in the segment of healthier snacks”, assured the executive president of the Ferrero Group, Giovanni Ferrero.

The Italian executive has indicated that the English firm is a “family-oriented company”. “It shares many values ​​with us and that, like us, it cares about its consumers, the environment and the communities in which it operates”, he underlined.

For its part, Eat Natural co-founder Praveen Vijh He has been “very happy” to become part of the Ferrero Group. “Ferrero is a fabulous company and we are proud that they want us to join their family. We share many ethical values ​​and the same vision: to produce healthier snacks for everyone”, he underlined.

The CEO of the Ferrero Group, Lapo Civiletti, has explained the roadmap that the Nutella manufacturer is taking. “We are incorporating a very varied portfolio of products into our business, with an authentic character and a solid market position in the segment of healthier snacks. This will allow us to have a presence in this important market segment and respond to the evolution of consumer needs and trends”, he specified.