Mars delivers expansion with acquisition of foodspring nutrition business
Mars, Incorporated has agreed a majority stake in foodspring, a direct-to-consumer targeted nutrition company based in Berlin, developing a number of ranges including protein-enhanced snack bars, bakery items and supplements.
The newly-acquired business was founded by entrepreneurs Philipp Schrempp and Tobias Schüle with their financial co-founding partner ECONA AG 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 personalise 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 health and wellness through targeted nutrition. The company is reportedly using a ‘buy, build, partner’ strategy to drive its business growth. The addition of foodspring to Mars Edge’s portfolio strengthens its focus on nutritionally-focused products, which also include ice-cream snacks.
“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,” said Jean-Christophe Flatin, President, 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 personalised nutrition.”
“We are looking forward to accelerating the growth of our business by drawing on Mars’ global infrastructure, marketing and science capabilities, as well as its expertise in quality and food safety” said Philipp Schrempp, Founder & CEO, foodspring. “We started foodspring because we realised that there was room to innovate the functional food category and better serve consumers for whom fitness and health were central parts of their lifestyles. And once we had started the business we soon discovered that nutrition didn’t mean you have to compromise on taste and convenience.”
“It was clear from early on in discussions that we shared a vision and passion with the Mars Edge team. Like them, we want to use our depth of knowledge on consumer needs to pioneer the emerging space of personalised nutrition”, said Tobias Schüle, Founder & CEO, foodspring. “The food industry is on a huge transformational path towards improving nutrition so people can reach their goals and improve their health. And together with Mars Edge we want to take the lead in this transforming category.” The transaction is subject to customary regulatory approvals, and it is expected to be concluded later this year.