Promax Acquires PURE Bar

NEWPORT BEACH, Calif.—Promax Nutrition Corp. acquired Pure of Holland LLC, the producer of PURE Bars, certified organic, raw, vegan, unprocessed and gluten/dairy/soy free nutrition bars. Veronica Bosgraaf, founder of Pure of Holland, will continue to work with Promax as the head of PURE Bar.

Matthew Witte, managing partner of Marwit Capital Partners II LP, the private equity firm that purchased Promax in 2006, said: “Since acquiring Promax in 2006, we have been looking to expand our product offerings to the natural channel and have met with literally dozens of companies. We found many interesting products but none that we felt had the potential to become a major brand until meeting Veronica and seeing what she had accomplished with PURE Bar in less than two years. We recognize the potential of the organic and natural categories and could not have found a better partner than Veronica Bosgraaf and PURE Bar to work with Promax to expand into this growing and very important market.”