Ferrero acquires fulfillment; Hershey keeps joint venture
The vitamin and protein bar manufacturer Fulfil Holdings Ltd., located in Dublin, Ireland, is set to be acquired by The Ferrero Group. The transaction’s financial details were kept a secret.
As it supports Fulfil and its distributors with innovation and growth into new markets and category sectors, “The Ferrero Group plans to maintain and further build Fulfil’s strong brand authenticity,” Ferrero stated.
Fulfil distributes to various European and Asian Pacific markets in addition to having direct sales in the UK. Ferrero stated that in addition to assuming control of the brand portfolio, it intends to keep Fulfil’s present management, distributors, and staff. The Hershey Co. is in charge of Fulfil’s North American distribution, which is not part of the deal.
In August 2019, The Hershey Co. acquired a minority position in Fulfil and the following month, One Brands, LLC, a protein bar manufacturer based in Charlotte, North Carolina. One Brands started distributing Fulfil protein bars in the US in 2020.
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After the Ferrero takeover, The Hershey Co. and Fulfil will maintain their joint venture in North America, with Hershey handling Fulfil’s distribution in the US, Canada, Mexico, and related regions.
According to a Hershey spokesperson, “Fulfil plays a strategic role in our expanding North American snacking strategy, enabling us to provide consumers more snacking choices across better-for-you snacks to indulgent treats.” “Fulfil fits perfectly into our growing range of permissible snacking products as a high protein snack bar that meets the growing consumer need for high protein, BFY snacking and nutrition options with vitamins and low sugar, available in a variety of delicious flavors.”