Cinven has agreed to merge its portfolio company Vitamin Well Group with Belgium-based nutrition bar manufacturer EMPWR, bringing Barebells' primary production in-house. The private equity firm is partnering with Vitamin Well's founders and minority shareholder Bridgepoint on the transaction, strengthening its position in the consumer nutrition sector.

EMPWR operates as a contract development and manufacturing organization with facilities across Croatia, the Netherlands, the US, and Canada. The company employs more than 1,500 people and serves over 100 customers globally. It has historically produced the complete Barebells bar range, with Vitamin Well representing its largest client relationship.

The merger deepens integration between Vitamin Well and its key supplier, streamlining operations and supply chain efficiency. By owning manufacturing capability directly, Vitamin Well gains greater control over production costs and product quality. This vertical integration strategy reflects broader trends in private equity portfolio management.

The deal positions Cinven to capture more value from the fast-growing protein and nutrition bar market, where Barebells has established strong brand recognition. Private equity firms increasingly favor integrated business models that can scale efficiently across European and North American markets.