EY advises Oddlygood on the acquisition of Rude Health

On October 29, 2024, it was announced that Oddlygood will acquire the pioneering British plant-based food company Rude Health

Rude Health is among the top five UK plant-based drinks brand alongside a diverse range of cereals and snacks. The brand, renowned for its commitment to quality ingredients and exceptional taste, is now widely available across major retailers and foodservice operators in over 40 countries and boasts a successful online presence. It has garnered a loyal customer base and even opened its own café in London. This year, the company is on track to achieve €33 million in revenue, marking its most successful year to date. 

For Oddlygood, the acquisition of Rude Health represents a strategic move towards becoming a leading plant-based company in the UK and Europe. This acquisition will allow Oddlygood to establish a base for its UK and European operations, supporting expansion plans and increasing its market share in the competitive UK plant-based drinks category, valued at £511 million. The complementary portfolios, target audiences, and capabilities of both companies will facilitate business growth. Oddlygood's proven expertise and passion will be applied to Rude Health, fostering collaboration and further success.

EY and EY-Parthenon provided IT due diligence and valuation services to Oddlygood during the transaction process. The transaction highlights EY’s capabilities to serve clients as a one-stop-shop for first class advisory in various areas of services.

More informaton can be found on Oddlygoods's press release.

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