Shaken Udder Group Limited, the UK’s number one premium and fastest growing milkshake brand, has reached an agreement to join Idilia, the Spanish family-owned food company.
Founded by Jodie and Andy Howie in 2004, Shaken Udder is headquartered in Essex and is now worth £45m in RSV. The brand has spent over 20 years developing premium milkshakes made with fresh milk and real ingredients that meet the changing demands of consumers, and is stocked at major retailers including Sainsburys, Tesco and Asda as well as in the convenience channel. Over the last four years, Shaken Udder has increased revenue by 91%, outgrew the market with a 23.5% CAGR, and grown retailer distribution points by 14500.
Through the support of Idilia, which has a long history of building iconic Spanish brands like ColaCao and Nocilla, Shaken Udder hopes to reach new consumers, new channels and accelerate product innovation.
Shaken Udder will operate as an independent business unit and will retain 100% of its current team, who will work closely with Idilia. As part of the agreement, Rob Reames, previously Managing Director, will take on the role of CEO. Jodie and Andy Howie exit the business, David Garman steps down as chair, and CEO of Idilia, Xavi Pons, joins the board. The agreement also marks a successful exit for Lloyds Development Capital (LDC).
Rob Reames, CEO Shaken Udder Limited, commented: “This is a major milestone in Shaken Udder’s evolution, as we aim to build our brand awareness, accelerate product innovation, and bring the delicious taste of Shaken Udder to more people.
“From the first meeting, it was clear that Idilia and Shaken Udder shared the same vision – like us, they are a family-owned business with a purpose to provide meaningful moments of pleasure. This commitment will not change, nor the team behind it: with Idilia’s support, we hope to accelerate Shaken Udder’s growth whilst shaking up the dairy category.”
Jodie and Andy Howie, Founders of Shaken Udder, said: “We couldn’t be prouder of the Shaken Udder brand we have built over the last 21 years. It has come a long way, from blending milkshakes in festival fields to becoming a staple on retail shelves across the UK. We look forward to seeing the brand continue to thrive under the new ownership of Idilia.”
Xavi Pons, CEO Idilia, added: “Shaken Udder is a perfect fit with Idilia’s strategic approach and helps us take our corporate purpose even further: to create those small yet meaningful moments of pleasure and positive emotions that contribute to people’s emotional well-being. We are very pleased to welcome Shaken Udder into the Idilia ecosystem and look forward to helping it grow and add real value to the milkshake segment.”
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