Hero Group acquires UK gut health brand The Gut Stuff

The Hero Group, a Swiss food company with annual revenues of CHF 1.18 billion, has acquired The Gut Stuff, a London-based snacking and gut health brand, for an undisclosed sum. The deal, announced on 22 April 2026, marks Hero's latest move to expand its presence in the UK functional snacking market.

The Gut Stuff was founded in 2017 by Scottish twins Lisa and Alana Macfarlane, who built the brand around their direct involvement in gut microbiome research at King's College London. Participating as subjects in a study led by Professor Tim Spector, head of the Twin Research department, the sisters found that despite sharing 100% of their DNA, their gut microbiota differed by 60 to 70 per cent. That finding shaped the company's science-led approach to gut health and formed the basis of its consumer messaging.

The company's product range includes high-fibre snack bars and soft drinks, all formulated to support gut health. The Gut Stuff is stocked by major UK retailers including Tesco and The Co-op. The founders have also extended the brand into publishing, releasing two books on gut health and the microbiome. The company raised £314,644 through an equity crowdfunding round on Crowdcube in August 2023, at a pre-money valuation of £8.5 million. Backers have included the Tesco Accelerator Programme and Astanor, a food and agriculture-focused venture fund.

Under the terms of the acquisition, the Macfarlane twins will remain with the business and continue to lead the brand's growth. All existing employees will also stay with the organisation.

"As founders, during the tough early days, you always dream of finding a home for what you've built. As soon as we met the team at Hero, we knew it was the place. Being within Hero gives us the engine and resources to drive at breakneck speed to deliver all the ambitions we have for the company," said Lisa and Alana Macfarlane.

For Hero, the transaction aligns with its Hero 2035 long-term strategy, which is centred on becoming a global leader in what the company describes as Better Snacking - a category covering health-focused, functional snack products. Better Snacking was Hero's fastest-growing segment in 2025, recording 7% organic growth. The group has been building out this category through a series of acquisitions, having added Deliciously Ella, the UK plant-based food brand, to its portfolio, and in September 2025 completing the purchase of Super Saude Nutricional, a Brazilian protein snack company operating under the Pinati brand with a range of 36 SKUs including protein bars, nut bars and healthier sweet snacks.

The Gut Stuff acquisition extends Hero's footprint in the UK and adds gut health positioning to a portfolio that already spans nutrition bars, baby food, jams and plant-based snacks. Hero's brand portfolio includes Corny, Beech-Nut, Schwartau, Semper, Freche Freunde, Organix and Deliciously Ella, alongside its own Hero brand. The group is headquartered in Lenzburg, Switzerland, where it was founded in 1886.

"The acquisition of The Gut Stuff is a fantastic opportunity for us to grow as a Group and play in a small but growing trend in Better Snacking around gut health and fibre," said Christian Schierbaum, CEO of Hero Group.

Mita Sen, Chief Strategy Officer at Hero, described the rationale: "This is the perfect combination of a brand with strong positioning and connection to consumers coupled with Hero's experience and know-how in developing high-quality snacks. Putting these capabilities together will result in faster growth and more impact with customers and consumers."

The deal arrives as the gut health segment of the UK functional food market continues to grow. The UK digestive health products market was valued at approximately $3.3 billion in 2025 and is projected to reach $6.1 billion by 2033, representing an annual growth rate of 7.9%, according to Grand View Research. Consumer demand for functional snacking is also rising: 59% of UK snack buyers look for products with specific health benefits, a figure that climbs to 78% among those aged 16 to 34, according to Speciality Food Magazine. Globally, food and drink product launches carrying gut health claims increased by 61% between 2024 and 2025.

No financial terms for the transaction were disclosed.

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