Musgrave has revealed that it has signed an exclusive partnership agreement across the island of Ireland with The Happy Pear, a leading vegetarian and vegan food brand in the country.
The deal gives Musgrave exclusive rights to the production, distribution and marketing of all Happy Pear retail products – i.e. packaged products sold in retail channels. The Happy Pear will continue to operate its cafés, foodservice franchise partnerships, production facilities plus educational courses and related services, which are excluded from the partnership.
The agreement also includes a framework for both companies to co-operate in developing international markets for Happy Pear retail products.
The two companies have worked together since The Happy Pear joined SuperValu’s Food Academy Programme in 2013. The Happy Pear range of retail food products is currently sold in SuperValu and Centra stores, as well as in other independent retailers and health food outlets across Ireland.
Musgrave’s Chief Executive, Noel Keeley commented: “People are becoming more health-conscious and as Ireland’s leading retail group we have a driving commitment to support healthier lives. The Happy Pear is an excellent strategic fit for Musgrave and will strengthen our existing vegetarian and vegan offer to the market.
“We are looking forward to bringing The Happy Pear products to more people across the island of Ireland and to new markets internationally. This agreement also supports our Growing Good Business strategy of partnering with brands to deliver long term sustainable growth.”
NAM Implications:
- A real opportunity for The Happy Pair to optimise pure retail potential of the brand…
- …while Musgrave can capitalise on their seven years’ experience of the brand.
- A no brainer.
