Pannone Corporate and Carbon Corporate Finance have advised on the cross-border sale of leading producer and supplier of premium organic superfood products, Go Superfoods Limited.

The Manchester firms acted as legal and financial advisers respectively to the shareholders of Go Superfoods, which was acquired by Swedish food-tech and FMCG listed company, Humble Group. The Pannone team was led by Tom Hall (corporate Partner), Arshnoor Amershi and Humera Patel. The Carbon team was led by partners Tom Johnson and David Kandola.

Go Superfoods, which was founded by CEO Harry Singh in 2008, offers a wide range of superfoods to retail customers and distributors under its own brands Green Origins, Rainforest Foods, and Piura.

Tom Johnson said: “We’re delighted to have advised the shareholders of Go Superfoods on this transaction. Harry and his team have built a leading superfoods business, which will flourish as part of the Humble Group.

“Achieving results such as this for Harry demonstrates Carbon’s commitment to helping business owners realise significant value through strategic sales.”

Tom Hall said: “Go Superfoods is an exciting business that’s really made its mark in the rapidly-growing organic superfoods sector – building strong brand loyalty amongst both consumers and distributors.

“With the vast potential that exists in the marketplace, combined with an ambitious and profitable business in Go Superfoods, this cross-border deal made perfect sense for Humble Group. It allows the business to enter a new niche market segment, while using its own scale and purchasing power to enhance the offering and reach of the multi-channel supplier. We’re delighted for Harry and the team and wish them every success as they embark on the next phase of their growth journey.”

Go Superfoods has established itself as a competitive superfoods supplier with a broad customer base, including specialist and nutrition retailers, distributors, food manufacturers and consumers.

Singh commented: “At Go Superfoods we’ve always strived to be a bridge connecting growers of superfoods in the developing world with European consumers looking to improve their health and wellbeing. Humble is the perfect partner for us to continue our journey with and we look forward to working with Simon Petrén and his team at Humble to accomplish our shared vision.” 

Advisors to Humble were Knight Transaction Services (UK Financial DD), Shoosmiths (UK legal) and Rämsell Advokatbyrå AB (Swedish legal).

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