DENVER, CO — Consumer foods giant WhiteWave Foods Co. has agreed to buy Vega, maker of plant-based natural health and performance nutrition products, for approximately $550 million.
“Vega’s plant-based nutrition products complement our plant-based foods and beverages portfolio. With its strong brand, high-quality products, and commitment to innovation and sustainability, Vega is a perfect fit for WhiteWave,” said Gregg Engles, Chairman and Chief Executive Officer of WhiteWave.
The acquisition is part of the company’s strategy to expand certain niche and growing categories like its plant-based nutrition products.
Vega’s plant-based, gluten-free nutrition products – primarily nutritional shakes and bars – contain nutrient-dense, whole food ingredients, the company says.
The deal is expected to close later this year, and Vega’s headquarters will remain in Vancouver.
LOS ANGELES, CA — Healthy eating not only requires discipline but a little bit of planning. An automated nutrition and meal planning service from Los Angeles-based Eat This Much seeks to make that effort easier, especially for folks on the go, with the launch of its first app for the iPhone.
“There is a huge barrier between knowing how you want to eat and the iterating on the many steps required to accomplish your goals, such as calorie counting, getting the right groceries, and selecting recipes. Eat This Much takes all the hassle and monotony out of reaching your desired health outcomes,” said Louis Dementhon, Eat This Much CEO and Founder.
According to the company, it has over 180,00 users who have created over 13 million custom meal plans.
Founded in 2013, Eat This Much tailors meal plans to any diet, constantly adapting to users’ tastes and budget by accessing 200,000 foods and more than 1,500 curated recipes. Features also included on the app are the ability to track gluten-free, dairy-free or vegetarian diets, with suggestions for incorporating leftovers and preferred ingredients. The free iOS app can be downloaded from the App Store.
SAN FRANCISCO, CA — Tracking fitness is not only trendy but profitable as the wearable device leader Fitbit burst onto Wall Street with a healthy debut.
Trading under the symbol “FIT,” the company offered 36,575,000 shares of its Class A common stock in its New York Stock Exchange opening. According to the Wall Street Journal, shares for its initial public offering (IPO) jumped to $30.40, 52% above its expected price of $20.
Founded in 2007 Fitbit, which sells a variety of activity trackers and wristbands and the Fitbit Aria Wi-Fi Smart Scale, has a number of high-profile admirers including President Barack Obama who was spotted wearing the Fitbit Surge in March of this year.