Bega acquires stake in Australia-based Hummingbird Superfoods

Dairy business Bega Cheese has acquired a minority interest in Hummingbird Superfoods, an Australian breakfast subscription company.

Founded in 2016 by Sean Collins and Benjamin Seer, Hummingbird aims to fill a gap in the market for consumers looking for home-delivered, convenient and healthy breakfast options. The firm offers products such as on-the-go porridges, cereals and “blendies”.

Bega drew attention to the company’s “formidable” online subscription model business and customer base.

As part of the arrangement, Bega will licence the Hummingbird Superfoods brand and have access to its range of breakfast products to complement its own portfolio, which includes the Vegemite brand and Bega Simply Nuts peanut butters.

“Benjamin and I are thrilled to have Bega join the Hummingbird family,” said Sean Collins, Hummingbird founder. “They have an incredible reputation and immense experience that can only benefit our already growing consumer base.

“We hope to see Hummingbird become Australia’s leading breakfast brand and with Bega’s help we’re confident we can achieve this.”

The deal comes months after Bega Cheese acquired a majority stake in online supplements business 180 Nutrition.

In February, Bega announced plans to build a new lactoferrin plant at its Koroit facility in Western Victoria.