M&A Deal Summary

Midsona Acquires Vitality

On August 20, 2021, Midsona acquired consumer products company Vitality from Juuri Partners 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
Deal Type Add-on Acquisition
Deal Value 116M SEK

Target

Vitality

Jakobstad, Finland
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
Category Company
Founded 1892
Sector Consumer Products
Employees777
Revenue 3.8B SEK (2023)
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 8 of 8
Sector (Consumer Products) 1 of 1
Type (Add-on Acquisition) 6 of 6
Country (Finland) 2 of 2
Year (2021) 1 of 1
Size (of disclosed) 1 of 4
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2020-10-07 System Frugt

Tilst, Denmark

System Frugt engages in the development, manufacture, and branding of healthy snacks such as dried fruit and nuts. System Frugt also has a strong position in hand-cooked crisps and packaged fresh fruit and vegetables. System Frugt was founded in 1990 and is based in Tilst, Denmark.

Buy -

Seller(S) 1

SELLER

Juuri Partners

Investor Investor Investor Investor Investor

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

Juuri Partners is a private equity group focused on acquiring and providing financing for growth oriented companies operating in Finland. The Firm looks to commit €5 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, Finland.

DEAL STATS #
Overall 2 of 5
Sector (Consumer Products) 1 of 1
Type (Add-on Acquisition) 2 of 4
Country (Finland) 2 of 5
Year (2021) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2020-12-17 Mediconsult

Helsinki, Finland

Mediconsult is a Finnish social and health care information system provider. Its core expertise covers solutions for the entire patient flow for both professionals in their daily work as well as for patients for efficient remote services. Mediconsult was founded in 1975 and is based in Helsinki, 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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