Swiss food company Hero Group has announced that it has entered into a strategic partnership with German organic baby food company, goodforgrowth GmbH.
The partnership will enable the producer of popular household brands like Beech-Nut, Organix, and Hero Baby to enter the German baby food market.
'A Perfect Fit'
The CEO of Hero Group, Rob Versloot, said, “We believe it is a perfect fit as we look to strengthen our portfolio in the area of organic and natural foods for babies and toddlers. We look forward to many years of fruitful cooperation.”
As a part of the partnership, goodforgrowth GmbH will retain its entrepreneurial independence, the companies said.
'Entrepreneurial Spirit'
The founders and owners of goodforgrowth, Natacha and Alexander Neumann, said, "[Hero is] a company with family values and an entrepreneurial spirit driven to provide healthy and nutritious products for babies and toddlers."
The details of the deal have not been disclosed, and it is subject to the approval of German anti-trust authorities.
Goodforgrowth’s product portfolio includes organic fruit and vegetable snacks for babies and toddlers - Freche Freunde, low sugar, organic breakfast cereals for school children - Rebelicious, and Googly Fruit.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
