Healtion is born: 100 million investment for development in healthy food
In the business plan, revenues are expected to reach EUR 300 million by 2030 thanks to internal growth, acquisitions and research. Exports expected to grow by 10 to 30%
Healtion - from 'health' and 'nutrition' - an Italia food group specialising in healthy food - is born. But what is truly unprecedented is above all the name, as well as the growth and development projects contained in the business plan anticipated in Il Sole 24 Ore. Because Healtion is the natural continuation of the expansion path taken after the handover of control of Probios - Italia's historic organic brand founded in 1978 and specialising in vegetarian products and those suffering from food intolerances - to the Agreen Capital fund, which took place in 2023.
'We have always been organic and still are, but the focus of the new business plan, our main driver, is now more centred on the healthy approach to nutrition. Since 2023,' says Andrea Rossi, president of Healtion and managing partner of Agreen Capital, 'there has been a change of pace that has taken us from about 30 to 120 million in turnover (+9.4% on 2024, ed.), with margins well into double figures, thanks to organic and external growth'.
In 2024, the acquisition of the brands Baule Volante, Fior di Loto, ViviBio, Zer%, La Finestra sul Cielo was completed; this was followed by the majority of the Umbrian company Bms (pulses, seeds, breakfast cereals and gluten-free flours) and 30% of Vegeatal, a company active in the production of plant-based products as an alternative to meat and cheese. In addition, the shareholding in Il Nutrimento, specialising in 'organic' sauces, preserves and sauces, was strengthened.
'We have achieved successful integrations on many fronts, such as procurement and logistics, but also on the distribution network and sales channels or marketing,' continues Rossi. 'To this must be added an acceleration on the innovation front that can be pooled. And there will soon be other 'family members': in addition to possible opportunities in the Italia market, under observation is above allthe Dach area (Germany, Austria and Switzerland), where the possibility of incorporating brands is being studied that will allow them to penetrate their respective markets more easily and more quickly.
From a product point of view, among the most interesting strands according to Rossi are 'sugar-free with little sugar' and the protein category and more generally there is growth in the whole world of healthy breakfasts, in which we are very much present. It is no longer about niches, but about the way of eating that is changing. If you think of free from as just 'gluten-free' it is clear that the customer base is more limited than 'fat-free' or even 'alcohol-free'.
