Danish beverage firm Royal Unibrew has signed an agreement to acquire French energy drink business MC Energy, owner of the Crazy Tiger brand, in a deal worth $97 million.
Crazy Tiger reportedly holds around 10% volume share in the French energy drinks markets and employs 25 staff. Its flagship product is available in both bottles and cans and features a formulation based on caffeine, taurine, and vitamins.
Royal Unibrew said it planned to premiumise the brand and help it enter new markets.
Royal Unibrew CEO Lars Jensen said: “We are very pleased that we have secured the ownership of Crazy Tiger in France as we see significant growth opportunities in the energy drink category across geographies. The acquisition of an energy drink company with a solid market position in France supports our strategy and is the next step in developing our French business into a multi-niche business model”.
The acquisition is also set to expand Royal Unibrew’s French business, which is currently based on the Lorina lemonade brand.
Source: Royal Unibrew (Via GlobeNewsWire) / FoodBev / MC Energy