Friday, September 22, 2023

Granarolo acquires 51% of start-up White & Seeds

Granarolo has acquired a majority stake in White & Seeds, an innovative start-up founded due to the intuition of Alessandro Ghizzardi and Federica Zanaglio.

These two young people, driven by their strong passion for fitness and taste, and a special attentiveness to nutritional balance, decided to set up a company at the beginning of 2019 to promote protein products for athletes on the Italian market.

These include both dairy products such as yoghurt, breakfast products and snacks such as muesli, snack bars, porridge, spreads that are complementary to the dairy market. The agreement involves the acquisition of 51% of White & Seeds shares by Granarolo, with the possibility of reaching 100% in the next few years.

The founders had a clear objective right from the very beginning: to create a brand that offered healthy foods to an “extended” sports target market, made with selected ingredients, with careful research in order to achieve an excellent taste, special attention to nutritional value and a ready-to-eat format.

White & Seeds is already available from Cortilia, Eataly, Fresco Frigo, Erbert, Conad, Gruppo San Donato and Sigma. It has a turnover of over 100,000 Euros in significantly expanding markets: +60% for protein bars, +794% for UHT desserts, +316% for UHT drinks, +114% for vegetable drinks, +31% for protein powders.

Filippo Marchi – general manager of Granarolo S.p.A. said: “The strength of the offer by this young start-up lies in the competency and passion of its two young founders. They are both sports lovers, one who is passionate about the market and the other is an expert nutritionist. They have researched products intended for a generation of people who are attentive to wellness but with little time and who are looking for genuine ingredients and flavours.

“Granarolo has been focusing its attention on the same target for quite some time and over the last few years has placed products on the market that are inspired by well-being combined with taste and sustainability. Today, 25% of Granarolo’s turnover comes from innovation and we are convinced that this will be more and more the case.

“Attention is no longer paid only to the product in terms of its ingredients, like in the past, but with specific attention to factors such as age, eating habits, country, packaging and food trends. In terms of innovation, we are working on two important fronts: internally to be able to predict trends before others (proof of this for example, is the great success of products such as the Unconventional Burger) and externally, with innovation generated through strong synergies such as the one with White & Seeds and through Agrofood Bic, the multi-company accelerator we founded.

“We will therefore make our Research and Development department, factories and our commercial and logistics network available to Federica and Alessandro, in the belief that we will know how to grow together.”

A message from the Editor:

Thank you for reading this story on our news site - please take a moment to read this important message:

As you know, our aim is to bring you, the reader, an editorially led news site and magazine but journalism costs money and we rely on advertising, print and digital revenues to help to support them.

With the Covid-19 pandemic having a major impact on our industry as a whole, the advertising revenues we normally receive, which helps us cover the cost of our journalists and this website, have been drastically affected.

As such we need your help. If you can support our news sites/magazines with either a small donation of even £1, or a subscription to our magazine, which costs just £31.50 per year, (inc p&P and mailed direct to your door) your generosity will help us weather the storm and continue in our quest to deliver quality journalism.

As a subscriber, you will have unlimited access to our web site and magazine. You'll also be offered VIP invitations to our events, preferential rates to all our awards and get access to exclusive newsletters and content.

Just click here to subscribe and in the meantime may I wish you the very best.

Latest news

Related news

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.