Mars Inc. has announced that it has signed an agreement to acquire a majority stake in foodspring - a Berlin-based functional food company.
As a part of the deal, foodspring will remain a standalone business within Mars Edge - a new arm of Mars Inc, founded in 2017.
Mars Edge was set up to focus on health and wellness products through targeted nutrition, and implements the ‘buy, build, partner’ strategy to drive growth.
A Distinctive Position
Commenting on the acquisition, Mars Edge President, Jean-Christophe Flatin, said, "When we started Mars Edge, we set out to connect the food you want with the nutrition you need. Over the past six years, foodspring has been at the forefront of doing just that. Its targeted nutrition business has a distinctive position and loyal consumer base in Europe.
"The depth of knowledge on consumer needs brought by foodspring is a great asset and will help us to pioneer the emerging space of personalised nutrition," Flatin added.
Philipp Schrempp, founder and CEO of foodspring, said, "We are looking forward to accelerating the growth of our business by drawing on Mars’ global infrastructure, marketing, and science capabilities, as well as its expertise in quality and food safety."
Targeted Nutrition
Foodspring is one of the largest and fastest growing targeted nutrition brands in Europe.
It develops health and nutrition products based on consumers' demands, determined by a data-driven approach.
Its portfolio includes protein shakes, supplements, snacks and bars, muesli and porridge, smart cooking solutions, and beverages.
Founder and CEO of foodspring, Philipp Schrempp, said, "We started foodspring because we realised that there was room to innovate the functional food category and better serve consumers for whom fitness and health were central parts of their lifestyles.
"And once we had started the business we soon discovered that nutrition didn’t mean you have to compromise on taste and convenience," he added.
Personalised Consumer Experiences
Foodspring offers personalised consumer experiences through its nutrition and fitness platform.
It offers features like dedicated a coach, access to its stand-alone content site - The Magazine, and the 'Body Check' recommendation engine.
The company also offers customers the opportunity to interact with nutritionists through its customer service team.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
