Their shared history in the nutrition consulting market and similar corporate cultures made the decision an obvious one, according to Grégory Dubourg, founder and CEO of Nutrikéo.
Nutrikéo has specialized in nutrition and life sciences since its launch in 2009, offering services in market studies, innovation, marketing strategies and communication within the food, nutraceuticals, health and cosmetics sectors.
ProtéinesXTC also offers expertise in scientific consulting, communication and crisis prevention and is known for its analysis of global food trends and innovations.
The new group will combine six key areas of expertise: studies and trends, innovation, scientific consulting, marketing and creative strategies, 360° communication and crisis management.
Dubourg will head the group, while he and Antoine Mercier, executive director of ProtéinesXTC, will continue to manage operations.
Aims of the merger
Competing companies often merge to strengthen their market position, reduce competition and increase efficiency.
By combining resources, they can cut costs and expand their customer base, as well as provide joint access to new technologies, enhance product offerings and improve profitability.
Additionally, they create a stronger entity that can negotiate better deals and withstand market fluctuations.
This merger aims to unlock key synergies, according to Dubourg.
Strategically, it strengthens market position; commercially, it combines sales forces to expand offerings; in expertise, it broadens sector-specific knowledge and experience; and in human resources, it streamlines back-office and creative teams while enhancing their appeal as an employer, he explained.
“The merger of Nutrikéo and ProtéinesXTC is a natural fit to better address the major challenges of innovation, marketing, science and communication for stakeholders in the nutrition industry.”
He believes the collaboration demonstrates a commitment to supporting the nutrition sector by providing essential advice and services for growth in a rapidly evolving market.
“The ‘one-stop-shop’ aspect and the strike force in terms of team make the group an essential partner for players in the nutrition industry,” he said.
Benefits to the industry
The merger aims to improve the strategic consulting offering in key areas where businesses face increasing challenges and opportunities.
With growing interest in health, sustainability and functional nutrition, brands need to adapt to consumer trends and expectations, as well as increasing regulatory pressures and adhering to sustainability goals.
Furthermore, from scientific consulting and trend analysis to marketing, the merger aims to create an end-to-end service model that helps brands develop, position and communicate their products more effectively.
And as food and nutrition companies often struggle with balancing science-driven product development and consumer-friendly marketing, the new group plans to provide tailored insights and actionable strategies to ensure success across B2B and B2C markets.
Existing clients
So what will happen to the existing client portfolios? According to Dubourg, the merger will not change the existing client portfolio or services.
ProteinesXTC will focus on food service, distribution and agriculture as it already does, while Nutrikéo will continue to specialize in nutra and pharma.
Existing clients will keep their project management teams, and each company will maintain its identity, location and customer base while combining expertise in an attempt to strengthen its offerings.
Despite its growth, the group remains independent by operating through the two agencies, an alliance which is forecast to enhance its ability to positively influence evolving ecosystems, Dubourg said.