7 October 2008 - Prolife Foods Ltd has acquired the brand and assets of Mother Earth snack foods from Cadbury Confectionery Limited for an undisclosed sum. The Hamilton-based company has plans to expand Mother Earth's existing range and take the brand into new categories.
The Mother Earth brand participates in the wrapped health category across muesli bars, fruit sticks and oaty slices. Cadbury has recently announced it is developing its Dunedin factory, which currently produces Mother Earth, as a specialist centre of excellence for chocolate assortments.
Prolife Foods has total sales revenue of $65-$70 million and 300 staff. It is among New Zealand’s largest privately owned and operated food businesses, and one of the largest importers, manufacturers and marketers of nuts, dried fruit, healthy snacks, cereals and confectionery.
Prolife Foods supplies and manages the bulk self-selection food offering under the “Alison’s Pantry” brand throughout New Zealand, endorsed by Alison Holst. In the biggest stores there are up to 270 bins, creating “a store within a store”.
With this acquisition, the Company will add Mother Earth to existing brands “Alison’s Pantry” in bulk self selection and “Value Pack”, a fast growing offering in the packaged nut, dried fruit and confectionery categories.
Announcing the Mother Earth acquisition, Prolife Food’s Founder and Managing Director Bernie Crosby says that after 24 years the purchase of such a premium brand adds a new and exciting dimension to the business.
“Our product mix is predominantly nutritional snacks and it is a wonderful segment to be in, consistent with today’s global megatrends of good nutrition, good taste and sustainability. Research confirms that Mother Earth is an outstanding consumer brand, and we want to ensure that its potential is achieved by expanding the offering under the Mother Earth brand.
“The brand acquisition further acknowledges Prolife Foods as a strong consumer marketing company, complementing and strengthening the current capability the company applies to its bulk food category as well as more traditional consumer packaged products.”
The relocation of the Mother Earth’s processing facilities will create 20 new positions in Hamilton.
Bernie Crosby says the strengths of Prolife Foods are global sourcing, identifying emerging consumer trends and outstanding service to its customers.
These strengths have been supported and acknowledged by being a winner of the Innovation segment of the Westpac Business Awards (Waikato Region) and recipient of the Nargon Best Small Supplier in New Zealand Award.