Hero acquires UK snacking firm ‘The Gut Stuff’
The founders, twins Lisa and Alana Macfarlane, will remain with the company and continue to lead the brand
The Hero Group has acquired the UK snacking and gut health company The Gut Stuff for an undisclosed amount. “The acquisition of The Gut Stuff is a fantastic opportunity for us to grow as a Group and play in a small but growing trend in Better Snacking around gut health and fibre,” said Christian Schierbaum, CEO Hero Group.
Hero Group
The Gut Stuff, based in London in the UK, includes snacks and soft drinks within its portfolio, all aimed at gut health. “This is the perfect combination of a brand with strong positioning and connection to consumers coupled with Hero’s experience and know-how in developing high-quality snacks. Putting these capabilities together will result in faster growth and more impact with customers and consumers,” said Mita Sen, Chief Strategy Officer at Hero.
The founders, Scottish twins Lisa and Alana Macfarlane, will continue driving the growth of the brand and all employees working at The Gut Stuff will remain with the organization. “As founders, during the tough early days, you always dream of finding a home for what you’ve built. As soon as we met the team at Hero, we knew it was the place. Being within Hero gives us the engine and resources to drive at breakneck speed to deliver all the ambitions we have for the company,” said founding twins Alana and Lisa Macfarlane.
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