Bega explores subscriptions with stake in Hummingbird Superfoods

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Bega Cheese has taken a minority stake in online breakfast subscription company, Hummingbird Superfoods.

Hummingbird Superfoods offers home-delivered healthy breakfast foods such as on-the-go porridges, cereals and “blendies”.

The dairy giant said that the new partnership will strengthen its portfolio and its online presence with the move into the subscription space. The deal will allow Bega to licence the Hummingbird Superfoods brand, to complement its iconic Vegemite spread, Bega and Bega Simply Nuts peanut butters.

Hummingbird Superfood founders Sean Collins and Benjamin Seer created the food company for consumers looking for convenient and healthy breakfast delivery.

“Benjamin and I are thrilled to have Bega join the Hummingbird family. 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,” Collins said.

Bega introduced Bega Simply Nuts, after acquiring the Peanut Company of Australia in 2018 and announced a majority stake in 180 Nutrition earlier this year.

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