MCLEAN, VA. — Mars, Inc. has signed an agreement to acquire a majority stake in Foodspring, a Berlin-based direct-to-consumer targeted nutrition company. Upon completion of the transaction, Foodspring will remain a standalone business within Mars Edge, a segment of Mars, Inc.
Foodspring founders and chief executive officers Philipp Schrempp and Tobias Schüle will continue to lead the business from its headquarters in Berlin. Mr. Schrempp and Mr. Schüle launched Foodspring in 2013. Since then, it has expanded its reach in Europe to six countries.
The brand offers evidence-based, data-driven sports performance and healthy living products, according to the company. Its portfolio includes protein shakes, supplements, snacks and bars, muesli and porridge, cooking solutions and a range of beverages. It also offers a personalized nutrition and fitness platform that features a dedicated “coach” section, a stand-alone content site and access to nutritionists.
Mars Edge was founded in 2017 with a focus on targeted nutrition. The business said it is using a “buy, build, partner” strategy to drive growth. Since its launch, it has partnered with start-up companies, academia and philanthropic organizations to create personalized nutrition solutions.
“When we started Mars Edge, we set out to connect the food you want with the nutrition you need,” said Jean-Christophe Flatin, president at Mars Edge. “Over the past six years, Foodspring has been at the forefront of doing just that. Its targeted nutrition business has a distinctive position and loyal consumer base in Europe. We share the same vision to improve the way people live through nutrition, and together we will use Foodspring’s expertise across digital know-how, branding and food innovation to build one of the leading platforms in this space.”
The transaction is expected to close in the third quarter of 2019 and is subject to customary regulatory approvals. Financial terms of the transaction were not disclosed.