Irish Co-op Acquires London-based Sports Nutrition Company
Irish agrifood business Aurivo Co-operative Society has acquired leading UK sports nutrition brands company, My Goodness. The acquisition provides Aurivo with significant access to the growing sports nutrition/protein drinks and snacks market in the UK and Ireland.
My Goodness was established in 2003 in London by entrepreneurs and competitive sportsmen Stuart Jeffreys and Jeremy Martin. The company’s dairy based protein brands are widely available through leading supermarket chains 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. Post-acquisition, My Goodness will continue to be managed and led by its existing leadership team.
Aaron Forde, chief executive of Aurivo, says: “My Goodness has exciting new product development plans for an expanding audience base, and Aurivo looks forward to leverage the market opportunity. The acquisition enables Aurivo to develop a leading position in the sports nutrition and protein markets.”
With operations across the West of Ireland, Aurivo Co-operative Society has businesses and consumer brands in dairy ingredients, consumer foods, retail stores, animal feeds, livestock marts and timber processing.
