Designer Protein acquires Designer Whey Protein
April 26, 2011
Designer Protein LLC, Carlsbad, Calif., has purchased certain operating assets of Next Proteins Inc., including the Designer Whey Protein sports nutrition brand and its line of products.
Designer Protein is a subsidiary of Athena Wellness Brands LLC, a newly formed company that is backed by GarMark Partners, Northwood Ventures and Stockton Road Capital.
Designer Whey broadened its line in 2011 by launching ready-to-drink protein shakes and nutrition bars. Designer Protein also is acquiring Aria women’s protein product and a license to sell protein products under The Biggest Loser trademark of NBC Universal.
The majority of the current management team and employees of Next Proteins will join the new company. Cyrill Siewert will be the chairman and chief executive officer of the company.
“The sports nutrition category is one of the fastest growing consumer packaged goods segments in the U.S. today, and Designer Whey is a brand and line of products that everyone in the industry knows and loves,” said Joe Rhodes, managing partner of Stockton Road Capital, in a statement. “Cyrill and I are excited to be working with and supporting a great group of investors and management team on the opportunity to invest in, and build these dynamic brands.”