Food and beverage innovator Soulfresh has announced the strategic acquisition of health and wellness brand Emma & Tom’s. The partnership, it says, will enhancing their product offerings and expand their presence in the beverage market, particularly in the juice sector.
Founded on the principle of “looking after yourself,” Emma & Tom’s has been a family favourite for nearly 20 years. It offers a diverse range of nutritious products and a strong commitment to social and environmental responsibility as a certified B-Corp.
Maurice McGrath, CEO of Soulfresh, says bringing Emma & Tom’s into the Soulfresh family is a transformative step for both companies.
“This partnership not only enhances our ability to expand across multiple channels, but also significantly strengthens our position in beverages,” he said. “Together, we are well positioned to offer a broader range of innovative and healthier beverage options, creating greater value for consumers, and driving sustained growth for both Soulfresh and Emma & Tom’s.”
Didi Lo, Founder of Soulfresh, reflected on the alignment between the two companies: “When I started Soulfresh 20 years ago, our mission was to challenge the mainstream and offer better-for-you food and beverage alternatives,” he said. “Both Emma and Tom’s and Soulfresh have been pioneers in driving better food and beverage options, helping Aussies to make better choices. The shared commitment to wellness, quality and innovation makes Emma and Tom’s a natural fit into the Soulfresh family.”
Emma Welsh, co-founder and CEO of Emma & Tom’s, shared her excitement about the partnership: “We founded Emma and Tom’s over 20 years ago to create high-quality, nutritious juices and smoothies using mostly Australian ingredients. Now, as part of the Soulfresh family, the team and I are excited to offer our customers an even broader range of delicious healthy drinks and snacks.”
Emma & Tom’s will continue to operate under its well-established brand name, with the added benefit of Soulfresh’s extensive resources and distribution network.
It joins Soulfresh’s expanding portfolio of healthy food and beverages including kombucha, plant milks, healthy snacks, and plant-based foods, available in major retailers and independent supermarkets across Australia, New Zealand, and the UK.