Ireland’s Aurivo Co-operative Society has acquired UK sports nutrition player, For Goodness Shakes. The acquisition provides Aurivo with 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 at the Beijing Olympics, For Goodness Shakes has gone on to become one of Britain’s biggest selling recovery and protein ready to drink brands. Post-acquisition, My Goodness (the limited company behind For Goodness Shakes) 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 added “My Goodness has exciting new product development plans for an expanding audience base, and Aurivo looks forward to leverage the market opportunity. The acquisition enables Aurivo to develop a leading position in the sports nutrition and protein markets.”
Formerly known as Connacht Gold, Ireland’s Aurivo Co-operative Society is a dairy cooperative. The company is active across the livestock, agribusiness, dairy and consumer foods categories.
www.aurivo.ie
www.forgoodnessshakes.com
