The company behind UK-based sports nutrition brand For Goodness Shakes has been acquired by Irish agri-business Aurivo.
Aurivo said the acquisition of London-based My Goodness provides it with “significant access to the growing sports nutrition/protein drinks and snacks market in the UK and Ireland.
The terms of the deal to buy London-based My Goodness remain undisclosed and the current management team will remain at the company to lead it post-acquisition.
For Goodness Shakes was established in 2003 by entrepreneurs and sportsmen Stuart Jeffreys and Jeremy Martin and now sells its dairy-based protein brands through supermarkets and specialist sports shops across the UK.
Tom Cunniffe, chairman of Aurivo said My Goodness had “exceptionally strong and proven credentials in the UK dairy beverage market” that is “set for significant growth in the UK, Ireland and further afield in international markets”.
Aaron Forde, chief executive added: “My Goodness has exciting new product development plans for an expanding audience base, and Aurivo looks forward to joining forces to leverage the market opportunity.
Co-founder of My Goodness Stuart Jeffreys commented: “Business will continue as normal and the company will remain UK based under the stewardship of the current management and team”.
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