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Hero Group becomes the home of Baby Gourmet

Acquired Canadian brand of organic kids's meals and snacks

The Hero Group has acquired Baby Gourmet, a Canadian organic meal and snack brand for babies and toddlers. The acquisition includes Slammers Snacks, a Baby Gourmet-owned organic US children’s snack brand. The financial terms of the transaction have not been disclosed. Baby Gourmet and the Hero Group, an international food company which also owns US baby food brand Beech-Nut, plan to work together to expand Baby Gourmet’s footprint in North America.

Headquartered in Calgary, Alberta, Baby Gourmet offers a range of meals and snacks, including cereals and purée pouches. In 2014, the company launched Slammers Snacks nationally in the US. “After 15 years of building Canada’s leading organic baby food brand, Jill and I are thrilled to launch our next phase of growth with Hero”, said Baby Gourmet CEO and co-founder Jennifer Carlson, who, along with her sister Jill Vos, will remain an officer and shareholder of the company. “With our shared values, Hero is the perfect home for Baby Gourmet; a place where we can continue to develop our beloved, mission-driven brand.”

Rob Versloot, CEO of the Hero Group, added: “We are extremely pleased to have positively concluded the acquisition of Baby Gourmet and to have found a strategic partnership model with the founders to continue their entrepreneurial success story. The baby food market is our largest category, where we are keen on further increasing our footprint”. 

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EFA News - European Food Agency