NUTRAQ acquired by ORKLA
Context
Orkla completed its acquisition of NutraQ to strategically enhance its presence in high-growth market segments, specifically the health category and the direct-to-consumer (D2C) channel. The transaction provides Orkla with a new, subscription-based business model, diversifying its traditional go-to-market strategies and offering exciting growth opportunities. Orkla's leadership expressed admiration for the target's successful use of subscription solutions to build a significant customer base with direct home delivery. The strategic plan involves continuing the development of NutraQ's established concepts while simultaneously exploring new possibilities for applying the D2C model across Orkla's broader portfolio. To preserve the target's unique competencies and entrepreneurial culture, NutraQ will continue to operate as a stand-alone entity within the Orkla Care business area, with its existing executive management team remaining in place. The deal represents a logical next step for NutraQ, transitioning it from private equity ownership under Impilo and Sana Pharma Holding to a long-term industrial owner poised to support its next phase of growth and expansion. The transaction received all necessary approvals from relevant competition authorities prior to its completion.
NUTRAQ, which reported an EBITDA margin of LOGIN in 2020, is valued in this transaction at an EV/EBITDA multiple of LOGIN, representing a LOGIN to the average currently observed in the Healthcare & Pharma sector (14.8x).
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Target
NutraQ is a prominent supplier specializing in subscription-based health and wellness products, primarily serving the Nordic market. Established in Norway in 2002, the company has since expanded its operational footprint to include Denmark, Finland, Sweden, the Czech Republic, Slovakia, the Netherlands, and Poland. Despite this expansion, the four Nordic countries consistently constitute the vast majority of its turnover. The company's core business model is centered on a direct-to-consumer (D2C) approach, leveraging subscription services to deliver a range of health and wellness concepts directly to customers' homes. This model has proven successful, supporting significant organic growth in its customer base; in the period 2018-2020, the number of active subscriptions grew by an average of 13 percent per year. Headquartered in Oslo, Norway, NutraQ operates with a dedicated team of approximately 170 employees. The company's strategy focuses on building and maintaining strong customer relationships through its recurring revenue model and continuously developing attractive product offerings within the health and wellness space. Its well-established platform is designed to support further growth and geographic expansion.
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Historical Financials (NOK)
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REFERENCES
Valuation range: EV 3b - 100b NOK
Revenue range: 450M - 900M NOK
EBITDA range: 100M - 200M NOK
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Authors: verified mynth contributor (mynth data is contributed by M&A / PE professionals and systematically cross-verified with private deal documents and official press releases).
Press release: view release
Target: nutraq
Acquirer: orkla