Glanbia announced the acquisition of LevlUp GmbH (“LevlUp”), a DTC gaming nutrition brand based in Germany.
LevlUp is the leading innovator for gamer-focused energy drinks, that has established itself as the category leader by designing a product perfect for its target user: a low-sugar gaming booster designed to enhance the energy, focus and reaction time of gamers. Sought-after by both professional players (e-sports) and the broader gaming community, LevlUp is the clear category leader.
Operating in a high growth market, LevlUp’s product portfolio offers a range of ready-to-mix powder (RTM) products to gamers and e-sports athletes through its DTC channel. LevlUp products are designed to support performance and concentration while gaming and the brand has a high level of awareness across its target consumer base. The business is highly complementary to Glanbia Performance Nutrition’s (“GPN”) DTC business and the investment provides GPN with a presence in the rapidly growing adjacent gaming nutrition category, expanding its reach to new consumers.
Glanbia is a global nutrition company, grounded in science and nature and dedicated to providing better nutrition for every step of life’s journey. Glanbia actively serves the nutritional needs of consumers directly through a range of branded products and as an ingredient partner to the wider food industry. Its success as a global ingredients’ provider has been built on Glanbia’s expertise in nutritional solutions supported by significant investment in research and development.
LevlUp’s Co-Founders Nils Schlieper and Martin Ratajski commented: “Carlsquare was able to identify the right partner for our next growth steps and we are looking forward to an exciting time ahead with Glanbia as our new partner.”
Carlsquare acted as the exclusive financial advisor to LevlUp and thus is expanding its market-leading position as an advisor in the D2C space and in the food segment.
