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Superlatus takes on Perfect Day’s animal-free brands through acquisition of The Urgent Company

August 28, 2023

TRxADE HEALTH, Inc, a pharmaceutical exchange platform provider that recently merged with food technology and distribution company, Superlatus, Inc, has entered into a binding agreement to acquire The Urgent Company, Inc and its Coolhaus, Brave Robot, Modern Kitchen and California Performance Co consumer brands from Perfect Day, Inc.

The acquisition is expected to strengthen Superlatus’ leadership in the production of sustainable and equitable food products and enable the combined company to more readily enter new markets and expand market share.

As part of the acquisition, Natasha Case, Founder of Coolhaus will rejoin the brand as Chief Brand Officer and will also be an advisor to Superlatus’ broader portfolio of brands.

This deal will continue to accelerate the expansion of the acquired brands’ retail footprint. The acquired brands’ products are sold in more than 6,000 stores nationwide including Whole Foods, Thrive Market, Kroger, and Costco as well as many independent markets across the country.

“We are excited to welcome the Coolhaus, Brave Robot, Modern Kitchen and California Performance Co brands to our portfolio of CPG assets,” said Superlatus interim CEO Tim Alford. “Together, our shared interest in the sustainable and equitable food sectors will, we believe, allow us to expand our market presence and pursue a number of new opportunities to grow our brands together.”

“In addition, once complete, this acquisition will help accelerate both companies’ environmental mission to transition our products to animal free in the months and years ahead.”

The Urgent Company's Paul Kollesoff, General Manager & Co-founder, added: "Bringing together our companies’ social and climate missions is deeply meaningful to us. We believe the work we do now will determine if our children can continue to enjoy the food we eat and the planet we inhabit for years to come. This deal also directly speaks to the value The Urgent Company has created in the precision fermentation category and will help continue to satisfy the growing consumer appetite for these delicious, sustainable products."

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