The Hero Group, which follows a mission to delight consumers by conserving the goodness of nature and houses brands such as Beech-Nut®, Organix®, and Hero Baby®, has entered into a strategic partnership with German organic baby food company goodforgrowth GmbH.
The company’s portfolio includes Freche Freunde®, 100% organic fruit and vegetable snacks for babies and toddlers, and Rebelicious®, organic breakfast cereals for school children, with less sugar. Both brands are fast growing and predominantly sold in the German market. The company also has an international brand, Googly Fruit®.
“We are very excited about this partnership with goodforgrowth GmbH, especially since the company’s portfolio is fully in line with our mission,” Hero Group CEO 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.”
The deal allows the Hero Group to enter into the important German market with baby and toddler food products, one of its core categories.
Versloot said the strategic partnership will ensure that goodforgrowth will retain their entrepreneurial independence as the current founders and owners, Alex and Natacha Neumann, are excited to continue to drive their mission to improve children’s eating habits in their function as shareholders and managing directors.
Details of the deal have not been disclosed. The closing of the transaction is subject to the approval of German anti-trust authorities.