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December 6, 2021updated 21 Jan 2022 2:11pm

Irn-Bru owner AG Barr buys majority stake in UK oat-milk maker Moma Foods

London-based Moma Foods also sells breakfast cereal through UK supermarkets.

AG Barr, the maker of Scottish soft-drink brand Irn-Bru, has acquired around 60% of Moma Foods, a London-based supplier of breakfast cereal and plant-based milk.

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Financial terms were not disclosed in a brief statement AG Barr made to the London Stock Exchange this morning (6 December).

Moma Foods was set up by Bain & Co. management consultant Tom Mercer in 2005. Mercer started out selling to commuters at London railway stations and built a business with listings for its porridge at the UK’s major supermarket chains. It also markets granola and muesli. In 2019, the company expanded its range to include oat-based alternatives to milk.

AG Barr said its deal with Moma Foods contains “an agreed path to full ownership over the next three years”.

The transaction comes seven months after another major UK soft-drinks manufacturer, Britvic, acquired local plant-based milk supplier Plenish.

Roger White, AG Barr’s CEO, said: “Plant-based milk is a fast-growing category, in particular, and Moma’s oat milk is a premium quality product with huge potential. This exciting investment is a positive indication of AG Barr’s growth ambitions.”

Mercer added: “I believe that together we can harness the passion that is integral to Moma and grow into a significantly bigger brand. We’re 100% focused on crafting oats into the tastiest food and drink products we can, and I’m looking forward to the next leg of our journey.”

From the Just Food archive, November 2017: UK breakfast firm Moma Foods adds overseas push to growth plans – interview

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Free Whitepaper
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What is the impact of historically high inflation on the UK consumer landscape?

The average UK consumer is experiencing a severe cost-of living crisis as inflation surges to a forty-year high and the price of goods continues to rise. This shock is the result of the sharply increasing costs of commodities, energy, and the ongoing conflict in Ukraine, and is threatening FMCG manufacturers, retailers, and foodservice operators’ ability to survive and grow. Inflation will have a profound effect on many consumer-facing industries in 2022 and beyond. Consult GlobalData’s new whitepaper, Inflation in the UK: The Impact of Historically High Inflation on the UK Consumer Landscape, to better understand shifts in consumer behavior and their impact on spending patterns, as well as the implications for UK businesses. This whitepaper covers:  
  • Why has global inflation returned with a vengeance?
  • What is the current inflation situation in the UK?
  • What impact is inflation having on UK retail sales?
  • What tactics are businesses relying on to tackle the effects of high inflation?
  • How are consumers changing their behaviors to cope with the higher cost of living?
  • Which industry sectors are most vulnerable to reduced consumer demand?
  • How is the government responding to high inflation?
  • How long will high inflation last in the UK?
  • How can your company survive and thrive in a high inflation environment?
Enter your details here to receive your free whitepaper and ready your business for these increasingly uncertain times.
by GD50 Custom
Enter your details here to receive your free Whitepaper.

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