Canada’s Vegano Acquires Oat Milk Brand SMPL Oats as Part of Vertical Growth Strategy
Canadian e-commerce store Vegano Foods announces it has completed its acquisition of SMPL Oats, an emerging clean-label oat milk brand, by way of a “three-cornered amalgamation”. The acquisition is Vegano’s first and marks a major milestone in the brand’s development of a vertical distribution model for scaling e-commerce opportunities on its platform. Beginning with SMPL Oats, the company intends to purchase and invest in brands that consumers are actively seeking out in its online store, following the same model Amazon used for its successful Amazon Basics program. Vegano also plans to complement SMPL Oats with in-house branded products such as its Greens Blend and Protein Powder drink mixes, which is expected to increase consumer cart size and drive recurring purchases. Swift success SMPL Oats specializes …
