Hero acquires Brazilian snack company
"From this acquisition, we will be present in a new business front that grows every year..."
The Hero Group announces the acquisition of the Brazilian snack company Super Saude Nutricional through partner subsidiary Hero Brazil. The sale was completed on September 1 and includes the majority of the snack company's shares.
Hero Group
Super Saude was founded in 2013 and has a portfolio of 36 SKUs under the Pinati brand, including the newly launched protein bars, cups and chips, nut bars and healthier sweet snacks.
"This acquisition continues our strategy to expand our snack business and enter regions with high snack penetration. We believe that Pinati is a perfect match, not only in terms of portfolio, but also in terms of culture, way of working and company values," said Christian Schierbaum, CEO Hero Group.
Schierbaum said this acquisition provided great opportunities to enter the Brazilian snack market, which is expected to continue to grow in the coming years.
“This movement represents a milestone in the trajectory of Hero Brasil, which since its foundation in 1986, has always operated in the category of fruit and sweet and sour jams. From this acquisition, we will be present in a new business front that grows every year, in full line with the global strategy of the Hero group. It is, therefore, an important step for us to expand our presence and competitiveness in the national market,” said CEO of Hero Brasil, Cristiano de Moraes.
The Hero Group has strengthened its presence in the snack market with the recent acquisition of Deliciously Ella in the UK. At the same time, the flagship snack brand Corny has been successfully expanded into various markets in Europe and beyond.
The Group is already present in the Brazilian market through Hero Brazil, a leader in its segment, with the Queensberry and Hero brands, both in the category of fruit jams and sweet and sour jellies.
Pinati's founder, Waldemiro Pinati, will remain with the organization for the foreseeable future as CEO and minority shareholder. The sale price will not be disclosed.
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