UK: Unilever agrees to buy 75% of Romanian brand FruFru

Unilever, the consumer goods giant, has agreed a deal to acquire a 75% stake in the Romanian firm Good People, which markets a range of health-oriented food under the FruFru brand, according to reports in Just Food and the Romanian media.

Founded in 2006, Good People is described as the first “fresh, healthy” food concept in Romania, offering a range of fruit and vegetable based meals, drinks and other convenience products. It also operates a network of shops and cafes.

Founder Mihai Simiuc will reportedly retain a 25% stake in the business, should the transaction go ahead.

Speaking to Just Food, Unilever said: “Unilever is very excited to partner with and invest in FruFru, a beloved local foods business. The values and mission of FruFru will remain unchanged, and Mihai Simiuc will continue to lead the business while drawing on Unilever’s experience and expertise”.

Source: Just Food / Romania Insider / See News