USA: NuGo Nutrition acquires Promax Nutrition

US-based health foods firm NuGo Nutrition has expanded its business portfolio by acquiring the Promax brand from Promax Nutrition for an undisclosed amount. The acquisition follows the purchase of Gnu Foods FiberLove in December 2014.

Promax Nutrition offers Promax protein bars that claim to be all natural and free from artificial sweetners and gluten, and which have been available since the firm's inception in 1996. The original flavours comprise cookies and cream, chocolate chip cookie dough, nutty butter crisp, chocolate peanut crunch, double fudge brownie and lemon.

Commenting on the deal, NuGo Nutrition CEO David Levine said: “We recognized that with Promax’s great taste and attractive retail pricing, combined with our dedication to the brand and nutrition bar category expertise, Promax has enormous potential for growth”.

Source: NuGo Nutrition (via PR Newswire)