FIRENZE and SAN VENDEMIANO, Italy, July 29,
2024 /PRNewswire/ -- Probios, the Italian
company specialized in healthy food, announces the acquisition of
100% of BiotoBio with the support of Agreen Capital: a move that
significantly strengthens its position in the European health and
wellness food sector. BiotoBio, previously a reference company
in the EcorNaturaSì ecosystem, is a leader in marketing organic,
healthy, and free-from food products. The portfolio acquired
includes the leading brands Baule Volante, Finestra sul
Cielo, Fior di Loto, and Vivibio.
This is a "transformational" deal in the words of Probios
management and a key move in the strategic plan of Probios and
Agreen Capital to consolidate a leading organic, healthy, and
free-from food hub in Europe.
EcorNaturaSì will retain a minority shareholding in the new
hub.
"This acquisition – so far the main M&A transaction of the
year in the Food Health & Wellness sector – takes Probios Group
revenue past the 100 million euros
mark in just over a year" states Andrea
Rossi, President of Probios and Managing Partner of
Agreen Capital. "It significantly strengthens our Group's
positioning within its target market by integrating brands of
superior quality and potential. The prestigious names of our
partners in this project and the strong interest demonstrated by
several others reconfirm the strong focus on sustainability, ESG
principles, and consumer wellness, all of which are the
cornerstones of our investment strategy. We now aim for further
industrial and international acquisitions."
Renato Calabrese, CEO of
Probios says: "We are proud to have created a pan-European
group which has nutrition, wellness, and sustainability at the core
of its mission. We aim to boost an extraordinary portfolio of
brands known for their quality, innovation, and solid ties to the
Italian agricultural and production chains. In the coming months,
we will focus on implementing our ambitious strategic plan, which
includes consolidating our national and international commercial
presence and strengthening the Group's industrial footprint
simultaneously."
The Tuscan company has recently revamped its visual identity
with a new logo and graphic design to enhance the shopping
experience for its 850 plus signature products. Probios boasts the
widest selection of "gluten-free" products in the market and it is
recognized for its innovative claims such as "nickel free" and "no
added sugar," as well as its low carb "Keto" and "Protein" lines.
Using mainly Italian raw materials and a controlled supply chain to
grow high-quality vegetable products, Probios promotes a
sustainable agronomic system that respects soil and
biodiversity.
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