Overseas buyer has healthy appetite for superfoods supplier

Tom Hall

Sheffield-based business Go Superfoods, a producer and supplier of premium organic superfood products, has been acquired in a cross-border deal.

It has been bought by Swedish food-tech and FMCG listed company, Humble Group.

Go Superfoods, which was founded by CEO Harry Singh in 2008, offers a range of superfoods to retail customers and distributors under its own brands Green Origins, Rainforest Foods, and Piura.

Singh said: “We’ve always strived to be a bridge connecting growers of superfoods in the developing world with European consumers looking to improve their health and wellbeing.

“Humble is the perfect partner for us to continue our journey with and we look forward to working with Simon Petrén and his team at Humble to accomplish our shared vision.” 

Pannone Corporate and Carbon Corporate Finance advised on the sale.

The Manchester firms acted as legal and financial advisers respectively to the shareholders of Go Superfoods. The Pannone team was led by Tom Hall (corporate partner), Arshnoor Amershi and Humera Patel. The Carbon team was led by partners Tom Johnson and David Kandola.

Johnson said: “We’re pleased to have advised the shareholders of Go Superfoods on this transaction. Harry and his team have built a leading superfoods business, which will flourish as part of the Humble Group.

“Achieving results such as this for Harry demonstrates Carbon’s commitment to helping business owners realise significant value through strategic sales.”

Hall added: “Go Superfoods is an exciting business that’s really made its mark in the rapidly-growing organic superfoods sector – building strong brand loyalty amongst both consumers and distributors.

“With the vast potential that exists in the marketplace, combined with an ambitious and profitable business in Go Superfoods, this cross-border deal made perfect sense for Humble Group.

“It allows the business to enter a new niche market segment, while using its own scale and purchasing power to enhance the offering and reach of the multi-channel supplier.”

Advisors to Humble were Knight Transaction Services (UK Financial DD), Shoosmiths (UK legal) and Rämsell Advokatbyrå AB (Swedish legal).