Alantra advises Hero Group on the sale of Juvela to S-Ventures PLC

SECTORFood & Beverage


Dec 2022
Sell-side advisory

London – Alantra, the global investment banking and asset management specialist, has advised The Hero Group on the sale of Juvela, its UK gluten-free business, to S-Ventures PLC. Juvela is the UK’s leading provider of coeliac approved gluten-free foods (including baked goods, flour mixes, cereals and pastas), with a 25-year heritage and the clear #1 position in the gluten-free pharmacy channel.

The divestment of Juvela is part of Hero Group’s long-term strategy to focus on its core categories. S-Ventures PLC is a UK-based company investing in and growing exciting brands across the natural, wellness and food-tech categories.

The deal team, encompassing both local market and global Food & Beverage sector specialists, applied its industry expertise and strong process execution skills to achieve a successful outcome for Hero and Juvela.

This is the latest in a series of transactions that Alantra has completed within the Food & Beverage sector over the last year, having advised Francesco Illy on the sale of a c.20% stake held in the family holding company Gruppo Illy, Naturgreen on its sale to The Natural Fruit Company, Aakamp on its sale to Procemsa, FSN Capital on the acquisition of the bakery chain Bäcker Görtz, Walsh Whiskey on its sale to Amber Beverage Group, and Patent Co on its partnership with RWA, amongst others.

Christian Barrot, Partner at Alantra Switzerland, and Charles Lanceley, Head of UK Food & Beverage, led the deal. They were supported by Ollie Hickley in the UK and Josef Osterhammer and Elias Greil in Switzerland.  

Christian Barrot, Partner at Alantra Switzerland, said, “This transaction illustrates our ability to create value through the divestment of non-core assets. Juvela has been part of The Hero Group, a business we know very well, since 2006. S-Ventures’ team has a successful record of acquiring complementary brands in the health and wellness space and will be a great partner for Juvela.”

Charles Lanceley, Head of UK Food & Beverage at Alantra, added, “Juvela is a pioneer in gluten-free foods. From its origins in clinical nutrition as the leading brand serving the coeliac community, Juvela’s unwavering focus on authentic tasting foods has enabled the brand to appeal to an increasingly mainstream audience as many people now positively choose to eat gluten-free.” Rob Versloot, Hero Group CEO, said, “We are very pleased to have found an ideal home where Juvela can grow to its full potential alongside other similar companies. The divestment is part of our company’s long-term strategy and supports the Hero Group’s focus on its core categories of Baby and Toddler Food and Snacks, Healthy Snacks, and Natural Spreads.”

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