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Marico acquires D2C breakfast and snacks brand True Elements

May 23, 2022 05:47 PM IST

Marico’s other bets on the D2C segment include male grooming brand Beardo and organic beauty brand Just Herbs.

Marico, the maker of brands like Saffola and Parachute, has acquired a 54 percent stake in breakfast and snacks brand True Elements through primary infusion and secondary buy-outs, the company said on May 23.

This marks Marico's entry into the healthy breakfast and snacks segment, where brands such as Soulfull, Tru Native and Slurrp Farm, etc. operate.

True Elements offers over 70 products across categories of Western breakfast (oats, muesli, granola, flakes), Indian breakfast (poha, upma, dosa), snacks (roasted seeds, seed mixes, raw seeds) amongst others. Currently, available on over 90 online platforms and over 12,000 retail outlets, True Elements plans to significantly ramp up its offline presence over the next few years.

Saugata Gupta, MD, and CEO, Marico, in a press statement said, “True Elements is another step towards expanding our total addressable market in the healthy foods segment. We believe the ethos of the brand complements the purpose that drives Marico. The exciting range of products brings to life the rare and virtuous blend of quality, taste, and health at the right price. This adds another digital-first brand in our portfolio, which not only has a distinct proposition but also exhibits strong fundamentals along with a growing digital and offline presence.”