For Goodness Shakes has new owners

For Goodness Shakes has new owners

Aurivo Co-operative Society has acquired UK sports nutrition business For Goodness Shakes for an undisclosed sum. 

The Ireland-based dairy and agricultural products firm said For Goodness Shakes, which sells a range of protein-based drinks and snacks, will give it "significant access" to a growing market in the UK and Ireland.

Tom Cunniffe, Aurivo's chairman, said For Goodness Shakes, which trades as My Goodness Ltd, was a "fast developing nutrition business that is set for significant growth in the UK, Ireland and further afield in international markets".

Aurivo chief executive Aaron Forde added: "My Goodness has exciting new product development plans for an expanding audience base, and Aurivo looks forward to leverage the market opportunity. The acquisition enables Aurivo to develop a leading position in the sports nutrition and protein markets."

For Goodness Shakes was set up in 2003 in London by entrepreneurs Stuart Jeffreys and Jeremy Martin. My Goodness will continue to be managed and led by its leadership team, Aurivo said.