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Hero Group enters Canadian baby food market

Published: Monday, January 18, 2021
  • Baby Gourmet is #1 organic baby food company in Canada
  • Group acquisition part of strategy to increase category footprint

Lenzburg, January 18, 2021 – The Hero Group, which is on a mission to delight consumers by conserving the goodness of nature, has acquired a majority share in Baby Gourmet, Canada’s leading brand of high quality organic baby meals and snacks.

Baby Gourmet provides the Hero Group with a new platform to enter the Canadian baby food market with a top organic product offering.

“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,” said Rob Versloot, CEO Hero Group.

He said Baby Gourmet was a perfect fit for Hero’s ‘goodness of nature’ mission, and will strengthen the Group’s credentials as a provider of healthy choices for babies, toddlers, and children.

Baby Gourmet was founded in 2005 by sisters Jennifer Carlson and Jill Vos. They went to market with organic baby food pouches in 2010, reaching the number one spot just two years later. The founders will remain with the company as officers and shareholders.

“After 15 years of building Canada's leading organic baby food, Jill and I are thrilled to launch our next phase of growth with Hero. With shared values, Hero is the perfect home for Baby Gourmet; a place where we can continue to develop our beloved, mission-driven brand,” said Jennifer Carlson, CEO and co-founder of Baby Gourmet.

About Baby Gourmet
Headquartered in Calgary, Alberta, Baby Gourmet® is the first-to-market and leading pouched, privately held organic baby food company in Canada. Their range of products are available nationwide at all major food retailers. The Baby Gourmet team has also launched its organic kids snack brand, Slammers Snacks, nationally in the U.S. For more information please visit babygourmet.com ​ and www.slammerssnacks.com.

Media contact
Katie Wagner, Remark Media

About Hero Group
The Hero Group is an international food company focused on branded nutritional food products. The company was founded in 1886 in Lenzburg, Switzerland, where its headquarters are still located today. Hero's main core product categories of Baby & Toddler Food and Milks, Natural Spreads, and Healthy Snacks, are complemented by its activities in Gluten Free and Specialties. The Group, which lives by its mission to delight consumers by conserving the goodness of nature, boasts a global footprint and its portfolio consists of many well-known international and local brands. In 2019, the Group generated revenues of CHF 1.19 billion.

Media contact
Stephen Chetcuti
+41 (0)79 616 1467