Vega, a leader in plant-based natural health and performance nutrition products, has agreed to be acquired by WhiteWave, one of the world’s leading makers of plant-based foods and beverages. The transaction is designed to create further opportunities for growth, making plant-based nutrition more accessible.
“As a pioneer in the plant-based movement, we’ve introduced Vega to a core loyal fan base – affectionately known as Vegatopians – and we are confident that WhiteWave will provide us with the expertise and resources to further realize our vision of empowering the world to thrive through clean, plant-based nutrition,” said Charles Chang, president and founder of Vega.
Vega offers a wide range of market-leading, plant-based nutrition products – primarily nutritional shakes and bars – containing nutrient-dense, whole food ingredients. Vega’s products are all plant-based and gluten-free. Formulated by Brendan Brazier, vegan former professional Ironman triathlete and bestselling author on plant-based nutrition, the Vega brand of nutritional products is internationally recognized. Vega holds a strong market position in the plant-based nutrition category across Canada and the U.S., with a top-tier retail customer base and loyal consumer following ranging from general wellness-seekers to athletes.
Vega’s loyal consumer and retail following can continue to expect the same high quality ingredients, dedicated customer service and sustainable practices that the company has become known for.
Brendan Brazier said that he expects the WhiteWave acquisition will help spur more innovation. “We will continue to make our customers proud by innovating new products that simplify people’s lives and assist them in their ultimate vision of optimal health,” he said. “We are fortunate to be part of the WhiteWave family.”
Following the close of the transaction, Vega will remain headquartered in Vancouver and its senior management team will continue to lead the business. Brendan Brazier will continue to spread the word on clean nutrition and all Vega has to offer.
“Vega’s plant-based nutrition products complement our plant-based foods and beverages portfolio. With its strong brand, high-quality products, and commitment to innovation and sustainability, Vega is a perfect fit for WhiteWave,” said Gregg Engles, chairman and chief executive officer of WhiteWave. “The team has built an incredible mission-driven company, which has succeeded by consistently delivering innovative plant-based nutrition products. This compelling transaction is consistent with our strategy to expand the scope of our business into high-growth and on-trend categories. We are excited to welcome them to the WhiteWave family.”
This transaction follows an extensive vetting process that ultimately led to Vega agreeing to a deal with WhiteWave due to alignment of both companies’ vision, values and future direction.