Hero Group enters partnership with German organic baby and toddler food company
Freche Freunde
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.
“We are very happy to have found the Hero Group as partners to grow our business. They are a company with family values and an entrepreneurial spirit driven to provide healthy and nutritious products for babies and toddlers. This strategic partnership will allow us to grow our dream further and allow us to continue putting the fun in healthy so kids can eat better,” Natacha and Alexander Neumann said.
Details of the deal have not been disclosed. The closing of the transaction is subject to the approval of German anti-trust authorities.
Other news from the department business & finance
Get the food & beverage industry in your inbox
From now on, don't miss a thing: Our newsletter for the food & beverage sector brings you up to date every Tuesday and Thursday. The latest industry news, product highlights and innovations - compact and easy to understand in your inbox. Researched by us so you don't have to.
Most read news
More news from our other portals
Something is happening in the food & beverage industry ...
This is what true pioneering spirit looks like: Plenty of innovative start-ups are bringing fresh ideas, lifeblood and entrepreneurial spirit to change tomorrow's world for the better. Immerse yourself in the world of these young companies and take the opportunity to get in touch with the founders.