Metagenics strengthens EU presence with Nutri Advanced acquisition
Nutri Advanced has been the exclusive distributor of Metagenics supplements for the past 26 years and represents “an important part of the business”, according to owner, Ken Eddie, accounting for approximately 45% of its product range.
Following the acquisition, Metagenics says it will continue to support and expand current activities and use the company’s “strong and well-respected image” as a basis for further growth and development.
Regional Vice President EMEA, Stijn Oste commented: “This acquisition fits perfectly in our strategy to have a direct presence in all major EU countries and to exploit the synergies of a pan-European activity in nutrition-based products and concepts for helping people to lead a healthier, happier life.”
Quality supplements
Based near Manchester in England, Nutri Advanced was founded by naturopath Norman Eddie in 1981 with a view to bring high quality, specialist supplements to the UK market.
Prior to the acquisition, the business was run by the founder’s son, Ken, who stays on during the transition period as an intermediary to establish relationships between customers and the new management. The current team of nutritional advisors and customer support also remains in place.
Nutri Advanced originally established a reputation as a brand-only supplier but has developed an extensive own label range to support a board variety of conditions.
Products include the Multi Essential range of multivitamins, MegaMag powdered magnesium, and ‘Ultra’ functional foods developed by Jeff Bland, leading nutritionist and co-founder of The Institute of Functional Medicine. Products are mainly sold through the brand website.
Furthermore, the company organises professional educational events to share expert knowledge with customers and has “invested heavily” in technology over the past six years.
For the last three years, the company has experienced double-digit growth and recorded sales of more than £7.6m (€9m).
Business profile
Metagenics is based in Aliso Viejo, California, and specialises in ‘high-grade’ micronutrition for customers in the US and Canada, Australasia, and throughout Europe. It has approximately 1,100 employees.
Global business generates £331m (US$400m) - from a portfolio of 300 scientifically formulated nutritional solutions, including 65 patents - with significant amounts reinvested each year on quality testing and product development.
Notable ingredients and formulations include the probiotic strain Lactobacillus Acidophilus NCFM, microcrystalline hydroxyapatite concentrate for bone support, UltraInflamX Plus 360° for the nutritional management of IBD, and nature-identical HMO prebiotic PreBiome 2'-FL.
