HNC Healthy Nutrition, a sports nutrition and ‘functional’ foods producer in Germany, has acquired local flapjack maker Hafervoll.

Based in Cologne, Hafervoll was founded by Philip Kahnis and Robert Kronekker in 2013, along with Food Angels Germany, and manufactures muesli and oatmeal flapjacks using traditional English cooking methods. Its product range includes flapjacks made from wholemeal oats, honey, nuts, seeds and unsweetened dried fruits. 

The financial terms of the deal were not disclosed in a statement from HNC, which is a wholly-owned subsidiary of German consumer goods giant Krüger.

HNC said it was “consolidating its expertise in the healthy snacking sector” following the purchase of the Shameless Smoothies brand in 2017 – owned by Munich-based start-up enterprise Shrewd Foods before going into liquidation – and the UK-based sports supplement brands MaxiNutrition and Maximuscle last year, previously-owned by pharmaceutical heavyweight GlaxoSmithKline.

Marc Krüger, the managing director of HNC, said: “With Hafervoll, we are expanding our portfolio to include a strong and popular snack brand that is perfectly aligned with our target group. It means that nutrition-conscious consumers will have a nutritious and natural alternative for when they’re on the go – with no emulsifiers, flavourings or colourings.” 

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Krüger said Hafervoll flapjacks will complement HNC’s product range encompassing protein bars, powders and drinks, as well as energy bars, porridge, isotonic drinks and smoothies. Hafervoll’s founders Kronekker and Kahnis added the tie-up will help the business “to grow in the healthy snack market”.