Disposal of For Goodness Shakes to Aurivo Co-operative Society

DATE
March 2015

TRANSACTION TYPE
Corporate Disposal

VALUE
£ Undisclosed

SECTOR
Food & Beverage

Spayne Lindsay advises on the sale of My Goodness Ltd. (“My Goodness”) to Aurivo

Spayne Lindsay is delighted to announce that it has advised My Goodness, a leading UK sports nutrition business, on its sale to Aurivo, the globally focused agri-business headquartered in Ireland.

My Goodness, established in 2003 in London by Stuart Jeffreys and Jeremy Martin, predominantly trades under the For Goodness Shakes brand. Today, it offers a broad range of dairy based protein drinks which are widely available through supermarkets in addition to specialist sports and leisure outlets across the UK. From being trialled by athletes in the Beijing Olympics, For Goodness Shakes has gone on to be one of Britain’s biggest selling recovery and protein ready to drink brands and it will provide Aurivo with significant access to the growing sports nutrition / protein drinks and snacks market in the UK and Ireland. Post-acquisition, the business will continue to be managed and led by its existing leadership team.

Commenting on the acquisition, Aaron Forde, Chief Executive of Aurivo said:

“My Goodness has exciting new product development plans for an expanding audience base, and Aurivo looks forward to joining forces to leverage the market opportunity. The acquisition enables Aurivo to develop a leading position in the sports nutrition and protein markets”

Commenting on the acquisition, Stuart Jeffreys, CEO and founder of My Goodness said:

“It was Spayne Lindsay’s industry network that brought Aurivo and My Goodness together – a fit that gives Aurivo a world class, brand leading sports nutrition business and gives My Goodness the reach and resource to accelerate its growth. We loved working with the Spayne Lindsay throughout the transaction. As company founders we benefitted greatly from their experience, technical skill and humour throughout the acquisition journey. They are true masters of their craft.”