Cologne, Germany June. 20, 2023:
Smart Organic, the leading producer of organic snacking products, announced yesterday the acquisition of the German food startup Naughty Nuts GmbH. The acquisition marks a promising partnership between the two organic producers, opening doors to numerous possibilities and an optimistic outlook for their future together.
“We are excited to join the Smart Organic family and make use of their scale and production capabilities. Moreover, we found that both teams share the same values and work towards the same mission to make clean-label, healthy, and delicious food affordable to an expanding consumer base.” says Lorenz Greiner, co-founder of Naughty Nuts. Both companies focus on sustainability throughout the entire supply chain and share a particular passion for nuts as a superfood, known for their nutrients and exquisite flavors.
Over the past two years, Naughty Nuts experienced rapid growth, showcasing their talent for inventing one of a kind nut butter products and adopting a unique direct-to-consumer approach. Their valuable expertise in e-commerce and a well-established distribution network in the DACH region will be seamlessly integrated into Smart Organic. Benjamin Porten and Lorenz Greiner, the founders of Naughty Nuts, will assume the roles of Managing Directors at Smart Organic GmbH, the German branch of the Smart Organic Group, and will be supported by their current employees who will also join the new organization.
“With over 13 years of successful experience bringing organic and vegan flagship brands to the European and global markets, we see this acquisition as a promising foundation and a prerequisite for further expansion in the DACH region, a strategic choice for the company’s future development.” Yani Dragov, Managing Director of Smart Organic AD
“The synergistic potential of both Naughty Nuts and Smart Organic, fueled by our young, enthusiastic, and dedicated teams, will positively accelerate our mission-driven growth through unique and lovable brands” Benjamin Porten, Co-Founder of Naughty Nuts and Managing Director of Smart Organic GmbH
More about Naughty Nuts GmbH:
Naughty Nuts was founded in January 2021 by Benjamin Porten and Lorenz Greiner, with the aim of building a Love Brand around the superfood nut. As pioneers in their field, they revolutionized the concept of nut butter. Offering a wide range of innovative flavors, including Almond Butter Blueberry Bash and Cashew Butter Cinnamon Roll, along with complementary vegan recipes and a unique direct-to-consumer (DTC) communication strategy, this food startup from Cologne aimed to create a distinctive category of its own. In addition to their strong focus on direct to-consumer sales, Naughty Nuts products are available at over 1200 points of sale, including popular retailers such as REWE, EDEKA, and denn’s organic stores. Recently, the company achieved a significant turnover in the mid-single-digit million-euro range.
More about Smart Organic AD:
Smart Organic AD was founded in 2009 by Yani Dragov with a mission to make all the yummy foods healthy and affordable. Today, the company has 30m EUR of sales throughout Europe and the Middle East, with the main market being Germany, and is expected to grow about 35% this year. Smart Organic is vertically integrated with its own raw materials import, own production and distribution. The leading brands of the company are Roobar offering a variety of chocolate covered desert, protein and fruit bars, Bett’r a guilt-free snacking brand, Kookie Cat oat-based cookies and Dragon Superfoods with a vast range of functional foods. Smart Organic is listed at the Bulgarian Stock Exchange while still majority family owned.
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