M&A Deal Summary

Midsona Acquires Vitality

On August 20, 2021, Midsona acquired consumer products company Vitality from Juuri Partners Oy for 116M SEK

Acquisition Highlights
  • This is Midsona’s 1st transaction in the Consumer Products sector.
  • This is Midsona’s largest (disclosed) transaction.
  • This is Midsona’s 2nd transaction in Finland.

M&A Deal Summary
Date 2021-08-20
Target Vitality
Sector Consumer Products
Buyer(s) Midsona
Sellers(s) Juuri Partners Oy
Deal Type Add-on Acquisition
Deal Value 116M SEK

Target

Vitality

Jakobstad, Finland
website
Vitality and Oy comprise Bertil’s Health Oy, which develops and manufactures health products, and well-being wholesaler Makrobios Oy. Bertil’s Health’s portfolio includes not only its flagship Bertil’s range but also many well-known brands such as Omega-7 buckthorn-oil products, Carmolis, Kyolic, Membrasin, Karpalact, and Rikas. Makrobios range includes Makrobios Oy’s own supplement range “Makrobios Health” and their organic food products, while also well-known brands such as Ecover, Pukka, and Le Pain des Fleurs. Vitality was formed in 1960 and is based in Jakobstad, Finland.

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Buyer(S) 1

Buyer

Midsona

Malmo, Sweden

website

Category Company
Founded 1892
Sector Consumer Products
Employees783
Revenue 3.9B SEK (2022)
DESCRIPTION

Midsona is a provider of health foods, personal care and hygiene. Midsona also sells a number of established international brands under license. Midsona was founded in 1892 and is based in Malmo, Sweden.

DEAL STATS #
Overall 7 of 7
Sector (Consumer Products) 1 of 1
Type (Add-on Acquisition) 5 of 5
Country (Finland) 2 of 2
Year (2021) 1 of 1
Size (of disclosed) 1 of 4
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2016-07-05 Internatural AB

Orebro, Sweden

Internatural AB is a distributor and marketer of organic, plant-based and other lifestyle food products in Sweden and Norway. Internatural has a strong portfolio of well recognized proprietary brands complemented by local and international third party brands. Internatural is the holding entity of the operating companies Kung Markatta AB and Alma Norge AS.

Buy kr810M

Seller(S) 1

SELLER

Juuri Partners Oy

Investor Investor Investor Investor

website

Category Private Equity Firm
Founded 2015
Size Small
Type Sector Agnostic
DESCRIPTION

Juuri Partners Oy is a private equity group focused on acquiring and providing financing for growth oriented companies operating in Finland. The Firm looks to commit €3 to €12 million in small to mid-sized companies with €5 to €50 million of revenue. Funds are typically used to support growth opportunities, changes of ownership, or other discontinuation events. Juuri Partners was established in 2015 and is headquartered Helsinki.

DEAL STATS #
Overall 2 of 3
Sector (Consumer Products) 1 of 1
Type (Add-on Acquisition) 2 of 3
Country (Finland) 2 of 3
Year (2021) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2020-11-18 Kamrock Oy

Kempele, Finland

Kamrock Oy is a company specialized in crushing and processing of rock aggregates, whose main customer industries include building construction, infrastructure construction and mining. Kamrock was founded in 2016 and is based in Kempele, Finland.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2022-02-01 Jobilla

Helsinki, Finland

Jobilla is a technology company specializing in digital headhunting. Jobilla was founded in 2015 and is based in Helsinki, Finland.

Buy -
Mergr

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