Livingstone’s Consumer sector team has advised Skånemejerier Ekonomisk Förening’s board on the sale of a minority share in ProViva to Danone. Building on a long relationship and close cooperation with the company, Livingstone contributed well-informed strategic advice and negotiation tactics during the sales process.
Within the initial sales agreement from 2010, when Skånemejerier Ekonomisk Förening divested 51 percent of ProViva to Danone, Danone now increases its ownership further. The acquisition is in line with the company’s strategy to grown in functional foods and probiotic products.
“We’ve known Christopher and the team at Livingstone well for many years and appreciate their devoted efforts to reach an optimal result for us and ProViva,” says Anders Rolfsson, Chairman of the Board at Skånemejerier Ekonomisk Förening.
ProViva produces functional beverages such as probiotic sports drinks, juices, yoghurt and cultivated milk. The products are used by health-conscious consumers, but also in healthcare to balance heavy antibacterial medication like antibiotics or chemotherapy.
Danone is a world leading food group with four business areas: Essential Dairy and Plant-Based Products, Early Life Nutrition, Medical Nutrition, and Waters. Its portfolio comprises several functional foods, such as plant-based milk, fermented dairy and probiotics.
“It’s been a true pleasure to work with Skånemejerier and ProViva again, we are following through on the plan set out eight years ago. It’s been delightful to see Danone passionately developing its focus on modern, health improving foods during these years. I think ProViva has an excellent conditions with them,” says Christopher Fägerskiöld, Partner at Livingstone.
The completion of this transaction reinforces Livingstone’s credentials in the buzz niche functional foods, following the sale of Tate & Lyle’s oats business to Lantmännen and the sale of betaglucan specialist Swedish Oat Fiber to Naturex.
“This is a segment with great potential, that continues to grow at the same pace as the consumers’ knowledge is. Product development is demanding in both time and expertise, which gives established and experienced players a clear advantage on the market,” says Fredrik Fällström, Associate Director at Livingstone.
Livingstone was exclusive financial advisor to Skånemejerier, and advokatfirman Vinge was its legal advisor, during the sales process.