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Vitamin Well Group, the parent company of the popular functional snack brand Barebells, has announced an agreement to acquire EMPWR Nutrition Group from Waterland Private Equity Investments. The transaction, expected to close in Q4 2026, marks a significant vertical integration move for the brand-led consumer goods company.
The acquisition brings Vitamin Well's long-standing manufacturing partner in-house, securing production capacity for its Barebells protein bar portfolio. Key strategic drivers include:
Vertical Integration: By internalising its primary supply chain, Vitamin Well aims to increase investment in production capacity and capitalise on significant volume growth opportunities for its flagship brands.
Enhanced Innovation: The merger combines the R&D capabilities of both organisations, intending to accelerate new product development and better align with evolving global consumer trends in the functional snack category.
Growth Trajectory: The deal builds upon a long-standing commercial relationship between the two entities, ensuring continuity in Barebells' product supply while leveraging EMPWR’s established global manufacturing network.
EMPWR’s Growth Profile
Supported by Waterland Private Equity since 2017, EMPWR has undergone a transformative growth period:
Scale: Expanded from one manufacturing facility to four, located in Croatia, the Netherlands, the United States, and Canada.
Production Capacity: Scaled from a single production line to 15 active lines.
Workforce: Increased headcount from fewer than 100 employees to more than 1,500.
Capital Investment: Waterland invested over €200 million into manufacturing capacity and operational excellence during its tenure as owner.
Operations and Corporate Structure
Business Continuity: EMPWR will continue to operate as a Contract Development and Manufacturing Organisation (CDMO), prioritising existing contractual commitments and service levels for its broad portfolio of more than 100 global customers.
Corporate Philosophy: Vitamin Well Group stated it will maintain its status as a brand-led consumer goods company and will continue to work with a broad network of manufacturing partners across different categories and geographies.
Ownership: Cinven remains the lead investor in Vitamin Well Group, with founders and existing shareholders retaining significant long-term ownership. Waterland Private Equity will reinvest a portion of the proceeds to become a minority shareholder in the expanded group.
This acquisition signifies a major shift for the Vitamin Well Group, transitioning from a model reliant on contract manufacturing for its core protein bar business to one with integrated production capabilities. For the broader industry, the move reinforces the trend of brand owners securing supply chain resilience in the highly competitive functional nutrition sector.
