Sector News

Hero Group partners with organic baby food company in Germany

November 26, 2018
Food & Drink

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 maker of popular household brands like Beech-Nut®, Organix®, and Hero Baby® to enter the German market in one of its core categories – baby food.

‘A Perfect Fit’
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.

‘Entrepreneurial Spirit’
The founders and owners of goodforgrowth, Natacha and Alexander Neumann, said, “They are 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®.

By Dayeeta Das

Source: European Supermarket Magazine

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