Anlit: a Major Growth Engine for Maabarot Following Nestle Acquisition
The acquisition came into effect at the beginning of 2010 and turned Anlit, a subsidiary of Maabarot, into one of the main growth drivers for Maabarot Products due to its broad range of dietary supplements for children and toddlers.
3 Mar 2010 --- Nestle, through Osem Investments, its subsidiary in Israel, closed a deal with Materna Laboratories, controlled by Maabarot Products Ltd. (an Israeli publicly traded company), to acquire 51% of the infant formula activity for $72 million and establish a long term strategic partnership. Materna is Israel's leading infant nutrition player with more than 60% market share. The acquisition came into effect at the beginning of 2010 and turned Anlit, a subsidiary of Maabarot, into one of the main growth drivers for Maabarot Products due to its broad range of dietary supplements for children and toddlers.
“Dietary supplements for children is a growing market in the US and West Europe, with more than 15% annual growth,” says Moshe Cohen, VP Business Development at Maabarot Products. “This is an important step in implementing our strategy to strengthen Maabarot's position in health and wellness globally. Anlit's products fit in our portfolio perfectly and we anticipate that Anlit will be main growth engine of our company in the coming years.”
Anlit products are backed by years of pioneering research and development, dedicated to delivering all-essential nutrition for children through pectin and yogurt-based products. All Anlit products are natural, with no artificial colours or preservatives and are Kosher certified. Anlit's "Yomi" is the best-selling brand of confectionery-based dietary supplements for children in Israel’s leading drugstores.
“Maabarot has already set-up ambitious goals to help Anlit penetrate the dietary supplements market for children in Europe,” explains Shai Karlinski, VP Marketing for Anlit. “As a result, we succeeded in strengthening our position in the European market, including a joint venture with Danisco, an exclusive agreement with the Polish drug manufacturer Polpharma to produce a probiotic supplement for children and several distribution agreements with leading marketing companies in Europe.“
Anlit develops, manufactures and markets a wide range of high-value dietary supplements designed specifically for children and toddlers health. Anlit offers a full service private label and contract manufacturing process to allow maximum flexibility according to customer requirements. It has all the required standards: GMP, ISO 9001:2000 and is HACCP compliant.
