Glanbia Buys eSports Gaming Supplement Company LevlUp
Although we never saw any press release on it, early this spring (May 2021) supplement giant Glanbia completed the acquisition of a 60% stake in LevlUp GmbH (“LevlUp”), a Direct-To-Consumer gaming/eSports supplement company founded in Germany in 2018. The price they paid was €31.4m (approximately $37 million USD based on today’s currency). Operating in a high growth 
market, LevlUp’s product portfolio offers a range of ready-to-mix powders and RTDs to gamers and eSports players through its network. 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’s DTC business and the investment provides GPN with a presence in the rapidly growing gaming nutrition category, expanding its reach to new consumers. LevlUp’s consumer base is largely in Germany with a growing presence in adjacent European markets. 2020 full year net revenues were 
over $22 million USD with most of this being Direct To Consumer so you can imagine the profit being generated! Glanbia has an option to acquire the remaining 40% stake subject to certain performance conditions by 2025.