Bars Beheer Huizinga B.V. and P&T Muscle B.V. sold their company, The Bar Factory, to Mixmaster Holding B.V., part of the Swedish Wellma Group. The acquisition strengthens Wellma’s position in the European health and sports nutrition market. Boels Zanders advised the sellers throughout the entire sales process.
The Bar Factory, based in Duiven, develops, produces, and packages customized functional nutrition bars for private label clients. The company is known for its innovative approach, low minimum order quantities, and BRC-certified production facilities. Clients are supported from concept to final product, with a strong focus on flexibility and quality. This allows The Bar Factory to serve a rapidly growing market of sport, diet, and health-conscious consumers.
The Swedish Wellma Group develops nutritional supplements and niche pharmaceuticals. With the acquisition of The Bar Factory, Wellma expands its offerings to include functional nutrition bars. This move aligns with its strategy to operate as a full-service partner for B2C players in the European health food market.
“This second successful collaboration once again confirmed the importance of strong relationships. The process went smoothly thanks to mutual trust, and it remains impressive to see how young entrepreneurship delivers such great results.” – Janou Briaire
The transaction follows a previous successful deal between P&T Muscle B.V. and Wellma, in which MixMasters B.V. was sold. Boels Zanders also advised on that transaction, in collaboration with Wave Corporate Finance. This renewed partnership underlines the sellers’ strategic ability to successfully develop and position valuable companies. At the same time, it highlights Wellma’s ambition to further expand its European presence in the fast-growing health food segment.
