Up until now, Eat Beyond's portfolio of brands have included firms active in the plant-based and alternative protein food space including Nabati Foods, Eat JUST Inc., TurtleTree Labs, and others. The acquisition of SIRE marks its entry into the supplements category.
Acquired by Fusion Nutrition Inc. in 2020, which owns some fastest-growing supplements in Canada with products available in 800 Canadian locations nationwide, SIRE said it will use the funds from Eat Beyond to expand its Fusion line of supplement products.
Focused on the plant-based foods and supplements categories, SIRE products cover three core areas: sports nutrition, "plant fuel", and plant-based protein. SIRE recently acquired the Denver-based supplements company, PlantFuel Inc. to broaden its foothold in the plant-based nutraceuticals space.
"Eat Beyond is excited to expand our growing portfolio into the supplements space," Eat Beyond CEO Patrick Morris.
"SIRE has a wide-ranging portfolio of brands, and we believe that the supplements industry is currently in an exciting evolutionary phase and that consumers are increasingly seeking to improve the quality of what they consume. Supplements are becoming less about solely producing aesthetic results, and more about improving overall health. SIRE is on the forefront of this trend."