Mondelēz International has bought a majority interest in a British processor of energy/performance-oriented food products.
Mondelēz International has bought a majority interest in a British processor of energy/performance-oriented food products.
Grenade, established in 2016, will be acquired by Mondelēz under a recently announced agreement. Terms of the transaction were not disclosed.
Grenade claims its Carb Killa bar as the best-selling energy bar in the UK. It also has market presence in the U.S. and Asia. It has recently added other products, including shakes, spreads and cookies. Grenade has a strong e-commerce presence, with about a quarter of its sales coming online.
Alan Barratt, co-founder and CEO of Grenade, said in a statement, “When Jules [his wife Juliet] and I founded Grenade from our spare bedroom with a budget of $700, we dreamt of building an iconic brand available globally. This partnership with Mondelēz International gives us access to enormous resource and capability to help make those aspirations a reality and I couldn’t be more excited about our future growth and continued innovation.”
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