FDBusiness.com

US-based Mars has agreed to acquire a significant majority stake in foodspring, one of Europe’s leading and fastest growing premium brands in the functional food category. Based in Berlin, foodspring is a direct-to-consumer targeted nutrition company headed by its founders. On completion of the transaction, foodspring will remain a standalone business led by the founders within Mars Edge, a segment of Mars. It will continue to operate out of its headquarters in Germany.

Foodspring was founded by entrepreneurs Philipp Schrempp and Tobias Schüle with their financial co-founding partner ECONA in 2013. It is now one of the largest and fastest growing targeted nutrition businesses in Europe, with currently six focus countries and 130 Associates. Foodspring is a premium brand that offers on-trend, evidence-based and data-driven products for consumers with needs around sports performance, healthy living and shape. Its portfolio includes protein shakes, supplements, snacks & bars, muesli & porridge, smart cooking solutions and a range of beverages. It operates under the principle that ‘the right food is the key for a fitter, happier, and more productive life’. In addition to its product range, foodspring offers a nutrition and fitness platform to personalize consumer experiences with features like a dedicated ‘Coach’ section, ‘The Magazine’ its stand-alone content site, the Body Check recommendation engine, and access to nutritionists through its customer service team.

Mars Edge, a new business within Mars founded in 2017, is dedicated to human health and wellness through targeted nutrition. The business is using a ‘buy, build, partner’ strategy to drive its business growth. The addition of foodspring to Mars Edge’s portfolio strengthens its purpose to contribute to better lives through nutrition.

“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. We share the same vision to improve the way people live through nutrition and together we will use foodspring’s expertise across digital know-how, branding and food innovation to build one of the leading platforms in this space,” says Jean-Christophe Flatin, president of Mars Edge. “The depth of knowledge on consumer needs brought by foodspring is a great asset and will help us to pioneer the emerging space of personalized nutrition.”

The transaction is subject to customary regulatory approvals. It is expected that the transaction will close in the third quarter 2019. Financial terms of the transaction were not disclosed.