Aurivo Co-operative Society has announced it has acquired leading UK sports nutrition brands company, For Goodness Shakes.
The acquisition provides Aurivo with significant access to the growing sports nutrition / protein drinks and snacks market in the UK and Ireland.
For Goodness Shakes was established in 2003 in London by entrepreneurs and competitive sportsmen Stuart Jeffreys and Jeremy Martin. The Company’s dairy based protein brands are widely available through leading supermarket chains in addition to specialist sports and leisure outlets across the UK. From being trialled by athletes in the Beijing Olympics, For Goodness Shakes has gone on to be one of Britain’s biggest selling recovery and protein ready to drink brands.
Post-acquisition, My Goodness Ltd will continue to be managed and led by its existing leadership team.
Commenting on the acquisition, Tom Cunniffe, Chairman of Aurivo said: “We are pleased to announce the acquisition of a business with exceptionally strong and proven credentials in the UK dairy beverage market. My Goodness Ltd. is a fast developing nutrition business that is set for significant growth in the UK, Ireland and further afield in international markets.
Aaron Forde, Chief Executive of Aurivo said: My Goodness has exciting new product development plans for an expanding audience base, and Aurivo looks forward to leveraging the market opportunity. The acquisition enables Aurivo to develop a leading position in the sports nutrition and protein markets.”
