US food technology company Superlatus, recently merged with pharmaceutical platform provider Trxade Health, has agreed to acquire Perfect Day’s consumer-facing subsidiary The Urgent Company.

Last week, the merged companies entered into a binding agreement to acquire The Urgent Company and its portfolio of animal-free brands, including ice cream brands Coolhaus and Brave Robot, alternative cheese brand Modern Kitchen and nutrition brand California Performance Co (which has ceased trading).

The deal will enable the combined company to enter new markets and expand market share, as well as accelerate the expansion of the acquired brands’ retail footprint. The acquired brands’ products are sold in more than 6,000 stores across the US including Whole Foods, Thrive Market, Kroger and Costco as well as many independent markets nationwide.

As part of the acquisition, Natasha Case, founder of Coolhaus, will rejoin as chief brand officer and will also be an advisor to Superlatus’ broader brand portfolio.

Superlatus interim CEO, Tim Alford, said: “We are excited to welcome the Coolhaus, Brave Robot, Modern Kitchen and California Performance Co brands to our portfolio of CPG assets. Together, our shared interest in the sustainable and equitable food sectors will, we believe, allow us to expand our market presence and pursue a number of new opportunities to grow our brands together.”

The Urgent Company’s general manager and co-founder, Paul Kollesoff, added: “Bringing together our companies’ social and climate missions is deeply meaningful to us. We believe the work we do now will determine if our children can continue to enjoy the food we eat and the planet we inhabit for years to come.”

“This deal also directly speaks to the value The Urgent Company has created in the precision fermentation category and will help continue to satisfy the growing consumer appetite for these delicious, sustainable products.”

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