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Hero Group enters partnership with German organic baby and toddler food company

Published: Tuesday, November 20, 2018
  • Goodforgrowth GmbH perfect fit with Group’s mission
  • Portfolio includes Freche Freunde, Rebelicious, Googly Fruit
  • Founders excited to join forces in strategic partnership

Lenzburg / Berlin, November 20, 2018 – 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.

“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.

About Hero Group
The Hero Group is an international food company focused on branded nutritional food products. The company was founded in 1886 in Lenzburg, Switzerland, where its headquarters are still located today. Hero's main core product categories of Baby & Toddler Food and Milks, Jams, and Healthy Snacks are complemented by its activities in the Decoration and Gluten-free product segments. The Group, which lives by its mission to Delight consumers by conserving the goodness of nature, boasts a global footprint and its portfolio consists of many well-known international and local brands. In 2017, the Group generated revenues of CHF 1.28 billion.

Media contact
Stephen Chetcuti
+41 (0)79 616 1467

Download German press release here