Vega, the plant-based protein powder brand, has been acquired by WM Partners, a private equity firm based in Aventura, FL.

Founded in Burnaby, BC, Canada in 2001, Vega’s primary focus is on plant-based protein powders across several categories, including Daily Nutrition, Sports Nutrition and Functional Wellness. It sells across the U.S. and Canada.

The acquisition will become part of HPH II, WM Partners’ fund focused on acquiring middle-market companies with brands in the health and wellness sector, with a specific focus on functional foods, natural personal care and natural over-the-counter remedies subsectors.

“We believe we will be able to leverage our operational know-how to continue to grow Vega, as well as leverage Vega’s distribution strengths with our current portfolio of brands,” said Jose Minski, co-founder, WM Partners.

HPH II’s portfolio includes Ultima Replenisher, a hydration brand, acquired in 2019; Great Lakes, a collagen brand, acquired in 2020; Jade Leaf, a matcha brand acquired in 2020; and FGO, a superfoods and tea brand, acquired in 2020.

King & Spalding served as legal advisor to WM Partners.

Logo courtesy Vega