Hero Group has embarked on a strategic move to enhance The Gut Stuff’s foothold in the UK snacks market, with plans for international expansion following the acquisition of this emerging gut-health brand.
Founded in 2017 and based in London, The Gut Stuff specializes in high-fibre snacks and beverages. Its products are currently available at major retailers such as Tesco and The Co-op.
Hero Group, which owns well-known brands like Deliciously Ella and Organix, acquired The Gut Stuff for an undisclosed sum. Co-founders Alana and Lisa MacFarlane will continue to helm the brand under Hero’s umbrella.
A spokesperson for Hero Group noted that the company’s extensive experience in delivering high-quality snack products will significantly enhance The Gut Stuff’s growth potential. However, specific sales figures for the newly acquired brand remained undisclosed.
“Hero has the resources to aid in faster development, leveraging our expertise in the UK market with various stakeholders,” the spokesperson stated.
Currently, Hero is concentrating on the UK snacks market, one of Europe’s largest. The spokesperson emphasized, “There’s ample opportunity to expand distribution within the UK grocery sector and beyond. This remains our primary focus.”
Lisa MacFarlane mentioned in an interview last year that The Gut Stuff has experienced “nearly 100% growth over the last year.” She attributed this surge to a combination of organic growth, brand awareness, and strong performance within retail channels.
While The Gut Stuff has primarily operated within the UK, the spokesperson hinted at imminent international retail initiatives. “We have a launch scheduled in a supermarket chain outside the UK for June, and Hero is actively seeking additional opportunities,” the spokesperson revealed.
Beyond its branded food and drink offerings, The Gut Stuff also collaborates with businesses to educate employees about gut health, with clients like Accenture and Aegon. Additionally, the brand has established a media division that produces television shows and books focused on gut health.
The spokesperson affirmed Hero’s intention to retain “the whole ecosystem.” They emphasized, “Hero recognizes that content, community, education, and products function as a cohesive unit. It is significantly more potent when all components work together. Our model has always been to develop the brand and audience first, with products following thereafter.”
This acquisition marks Hero Group’s first since promoting chief business officer Christian Schierbaum to CEO last year. In 2024, Hero Group also acquired UK-based healthy food brand Deliciously Ella and streamlined its jam production in Spain while divesting from production sites in Switzerland and Sweden, as well as selling its Nordic gluten-free business to Dr. Schär.
In 2025, Hero Group reported net sales of SFr1.19 billion ($1.51 billion), a slight decrease from SFr1.2 billion the previous year. However, on an organic basis, net sales increased by 2.2%. Notably, EBIT rose by 30.3% to SFr71.3 million, and net income grew by 28.8% to SFr47 million.
Overall, Hero Group’s strategic acquisitions reflect a commitment to adapting to evolving food and beverage industry trends while expanding its portfolio in the food and drink business, ensuring its positioning aligns with emerging food and drink consumer trends.
