Ferrero acquisition of Eat Natural
12/17/2020

Davis Polk is advising The Ferrero Group on its acquisition of Eat Natural, the maker of high-quality cereal bars, toasted muesli and granola. The transaction, subject to customary closing conditions and regulatory approvals, is expected to close in the next months.

Ferrero plans to maintain and further build Eat Natural’s strong brand authenticity, while supporting the company with distribution and expansion to new markets and category segments opportunities. As part of the transaction, Ferrero will take over the production facilities in Halstead, United Kingdom, and plans to retain the management and the employees of the businesses.

Founded as a family business in Alba, Italy in 1946, Ferrero is a company in the global chocolate confectionary market, with brands that include Nutella, Ferrero Rocher, Tic Tac, Kinder and Raffaello. Founded in Essex, United Kingdom, in 1997 by co-founders Praveen Vijh and Preet Grewal, Eat Natural is a U.K.-based cereal bar, toasted muesli and granola maker.

The Davis Polk corporate team includes partners Will Pearce and Daniel Brass, counsel William Tong and associates Aya Aboulatta and Charlie Burrell. The intellectual property and technology transactions team includes partner Frank J. Azzopardi and associate Yana Kipnis. Partner Jonathan Cooklin, counsel Dominic Foulkes and associate Freddie Schwier are providing tax advice. Members of the Davis Polk team are based in the London and New York offices.