Naterra International Buys Baby Magic

2008-10-13 | 02:35

Acquires brand from Ascendia

Naterra International Inc., a manufacturer and distributor of consumer personal care brands, has purchased the Baby Magic brand of baby care products from Ascendia Brands in a move that adds incremental growth to the company's existing portfolio. The transaction took place on October 8, 2008. Naterra will immediately begin marketing and distributing the entire Baby Magic line, including the brand’s traditional products: Baby Magic Gentle Baby Wash and the Baby Magic Gentle Baby Lotion.

“Baby Magic is a well recognized brand that has been trusted by moms for more than 100 years and we are excited to add Baby Magic to our company's portfolio of mass market brands,” said Todd First, vice president, sales and marketing, Naterra International Inc.

According to Mr. First, “Baby Magic will continue to provide exceptional value to both the consumers and retailers. The Baby Magic brand will diversify as well as considerably increase the size of our market segment.” Mr. First continued, “Further, this brand acquisition is in line with Naterra’s ongoing strategy in creating high quality, value-added personal care products that perfectly fit our consumer’s needs,”

As the nation’s second largest baby care brand, the Baby Magic acquisition is “an opportunity to build upon Naterra’s 85 year-old tradition and dedication in developing results driven personal care products which has built incredible consumer loyalty,” noted Mr. First.