Ashfords has advised The Gut Stuff, a UK-based gut health food and drink brand, on its strategic sale to Hero Group, a Swiss multinational food company. The acquisition expands The Gut Stuff’s reach and accelerates its growth in the gut health market.
The Gut Stuff is a London-based company focused on improving gut health through education and high fibre food and drink products. The brand was founded by twins Lisa and Alana Macfarlane whose mission is to make gut health accessible and enjoyable for everyone.
Hero Group, a multinational food company with a vision to become a global leader in better snacking, has acquired the brand. Founded in 1886 and headquartered in Lenzburg, Switzerland, Hero’s portfolio includes brands such as Corny, Organix, Deliciously Ella and Beech-Nut.
The team was led by corporate partner Andy Young, with support from Chelsey Noone and Amelia Roe. The acquisition also pulled in expertise from Angus Bauer (tax), Eduard Iamandi (tax), Suzie Miles (commercial), Hannah Elliott (commercial), Hayley Marles (employment), Rebecca Dury (banking and finance), Jonathan Hyde (banking and finance) and Zoe Hunt (risk and regulation).
The team advised the founders and board on all aspects of the transaction, from initial due diligence through to completion - which included negotiating the sale documentation, managing the transaction timeline, and advising on deal strategy and key terms.
The team worked closely with the client to deliver a smooth and successful completion. This acquisition and will provide The Gut Stuff with access to Hero’s global infrastructure, distribution network and snacking expertise - accelerating expansion and further supporting the client's growth ambitions.
“Ashfords’ support of what will most likely be the biggest transaction of our lives was nothing short of exceptional. Selling a business you've built from the ground up is as emotional as it is complex, they understood both sides of that, and guided us through everything with clarity and patience. We always felt like we were in safe hands.”
Andy Young commented: “It's been a pleasure to support The Gut Stuff on this transaction. This deal marks an important milestone for the brand and reflects the founders’ vision, the strength of the proposition, and the significant growth opportunity ahead within the Hero Group.”
For more information, please contact our corporate team.
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