Atlantic Grupa sells off its brands Mutipower, Champ and Multaben

Croatia's Atlantic Grupa has signed a contract for sale of its sports and functional food business to its long-time partner in the sale and distribution of those products. The unit includes brands such as Multipower, Champ and Mutaben which made up 2.5% of Atlantic Grupa's total sales in 2018.

The sale is the continuation of corporate strategy of divesting non-core
businesses, such as the sale of sports and functional foods plants in Croatia and Germany to Belgium's Aminolabs.


– German company Genuport, as the former distributor, is well aware of the market and potentials of the brands that are part of the segment of sports and active nutrition, making it a logical choice for a partner in this process. We believe that Genuport will continue to develop the brands with a long tradition in a focused and committed manner, and that, by applying the knowledge it holds when it comes to distribution, it will position itself even better in this fast-growing market segment, Neven Vrankovic, Atlantic Group’s Vice President for Corporate Activities said and added that the price of transaction both companies regarded as a trade secret.

Multipower has been a well-known brand for over 40 years and is one of the European leaders in the sports and active diet market, known for its high-quality protein products and dietary supplements for athletes and active users.

It was part of the Atlantic Group system since 2005, together with the accompanying brands Champ and Multaben, well-known to the German and European consumers. Genuport is one of the leading German distribution companies with a long reference list of partner companies such as Wander, Mondelez, Snyder's Lance, Weetabix and many more.

Atlantic group Zagreb

Atlantic Grupa

Genuport

Multipower

Champ

Multaben

sports food

Aminolabs

Neven Vrankovic

Wander

Mondelez

Snyder's Lance

Weetabix