Superlatus Takes on Perfect Day’s Animal-Free Brands Through Acquisition of The Urgent Company, Plus Further Surprise Moves
Two companies have merged and announced the acquisition of Perfect Day’s CPG business, The Urgent Company. Superlatus, a food tech innovator and distribution company, and TRxADE HEALTH (NASDAQ: MEDS), a leading pharmaceutical exchange platform, have acquired The Urgent Company’s portfolio of animal-free brands: Brave Robot, Coolhaus, Modern Kitchen, and California Performance Co. As part of the acquisition, Natasha Case, founder of Coolhaus, will rejoin the brand as chief brand officer, playing a pivotal role in the integration process. She will also be an advisor to Superlatus’ broader portfolio of brands. The Urgent Company The Urgent Company was founded in 2020 as a B2C to commercialize Perfect Day’s animal-free whey protein. The company debuted with Brave Robot and its revolutionary cow-free ice cream. Its products, including cream …
