European businesses Hero Group and Angelini Holding have launched a baby food joint venture in Italy to produce 100% organic products.
The MadreNatura venture is marketing 27 products under the brand Hero Solo in select food retailers, pharmacies and baby specialist stores in Italy and through its e-commerce channel. The range encompasses blended fruit products, baby meals, pastries and snacks and biscuits.
Roberta Logoteta, the general manager of MadreNatura, said: “MadreNatura and its Hero Solo 100% organic product line represents a great opportunity because it puts the expertise and passion for quality of two great groups at the service of families.”
Both companies already have a presence in the baby and toddlers market. Hero, a family-owned business based in the town of Lenzburg in Switzerland, produces infant formula and baby foods. Outside of that sector, it also manufactures natural spreads such as jams and health snacks, namely nut and cereal bars, and a vegan range.
“The partnership will help Hero expand its footprint from natural spreads and healthy snacks, the focus for Hero Italy today, into the core baby category that offers ample space for growth,” a statement read.
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Angelini is a privately-owned pharmaceutical firm located in Rome and currently makes diapers in the toddler segment, but also operates in other sectors such as personal care, machinery and wine. The company has an equal JV with Procter & Gamble under the name Fater through which it will market the new Hero Solo products.
“We are a diversified industrial group, strong and rooted not only in the pharmaceutical market but also in the personal and home care, perfumery, wine and machinery markets,” said Angelini.
Rob Versloot, the chief executive of Hero Group, added: “With their over 50 years experience and association with mothers and babies in Italy, we can benefit a great deal from Angelini and Fater. Combined with the Hero brand and our category knowledge, this joint venture lays the groundwork for entering strongly into the BTF market in Italy with our superior brand Hero Baby Solo.”