Bega has acquired a minority stake in Australian subscription-based food company Hummingbird Superfoods, as it looks to strengthen its portfolio and capability in ecommerce and subscription channels.
As part of the partnership, Bega will license the Hummingbird Superfoods brand and have access to its portfolio of breakfast products – including on-the-go porridges, cereals and ‘blendies’ – to complement Bega’s current spreads offering, including Vegemite and Bega Simply Nuts.
Hummingbird Superfoods was created by Sean Collins and Benjamin Seer in 2016. The duo were looking to “fill a gap in the market for consumers looking for home-delivered and health breakfast options”.
Collins said: “Benjamin and I are thrilled to have Bega join the Hummingbird family. They have an incredible reputation and immense experience that can only benefit our already growing consumer base.”
“We hope to see Hummingbird become Australia’s leading breakfast brand and with Bega’s help we’re confident we can achieve this”.
This investment follows Bega’s stake in 180 Nutrition announced earlier in the year, as both ventures help to contribute to the company’s overall vision of becoming “the great Australian food company”.
