Heritage Foods Ltd Acquires majority Stake in Get‑A‑Way Ice cream

Heritage Foods Ltd has acquired a 51% stake in Peanutbutter & Jelly Pvt Ltd, the parent company of the health-focused dessert brand Get-A-Way, for approximately ₹9 crore. Under the agreement, the remaining 49% stake remains with the original promoters, who will continue operating the business. Heritage Foods also holds an option to acquire an additional 20% stake by March 2026, subject to valuation.

Founded in 2018, Get-A-Way specialises in “guilt-free” indulgence desserts — high-protein, no-added-sugar ice-creams and related premium dessert formats. Their revenue has grown from around ₹14.8 crore in FY24 to ₹18.08 crore in FY25.  Heritage Foods says this acquisition is aligned with its “Vision 2030” strategy to move beyond traditional dairy products into functional foods, and leverages its manufacturing and distribution infrastructure to scale Get-A-Way’s footprint across India.

This deal highlights a broader trend in the Indian dairy and food industry: traditional dairy companies are expanding into premium, healthy, functional dessert segments to tap shifting consumer preferences toward health, clean-label and indulgence desserts. For Heritage Foods, this acquisition allows entry into the premium dessert category with an established niche brand, while offering growth potential via its large manufacturing/distribution network.

Here are five strategic implications of Heritage Foods’ acquisition of Get-A-Way for the Indian dairy and value-added processing industry — written in an analytical note format for your use in reports or commentary:

Strategic Implications of Heritage Foods’ Entry into Functional Desserts

1. Dairy companies pivoting toward functional indulgence The acquisition underscores how traditional dairy players are diversifying into health-centric indulgence categories — high-protein, low-sugar, and functional desserts. As urban consumers increasingly seek “guilt-free pleasure,” brands like Get-A-Way bridge health and indulgence — an area historically under-served by conventional dairy brands. This signals a shift from volume-driven milk sales to value-driven nutrition and lifestyle products.

2. Convergence of dairy and nutraceutical sectors By investing in a brand positioned at the intersection of dairy, protein nutrition, and wellness, Heritage Foods is entering the high-growth functional foods segment. This convergence blurs the line between traditional dairy and the nutraceutical industry — paving the way for innovations like protein-rich yogurts, fortified beverages, and probiotic desserts. The move mirrors global trends seen in companies like Danone and General Mills.

3. Leveraging distribution to scale niche brands Heritage’s established cold-chain and retail distribution network offers a ready platform to amplify small, high-margin startups like Get-A-Way. This reflects a new model where legacy dairy firms become scale enablers for agile D2C innovators — combining manufacturing depth with digital-first consumer engagement. Such synergy can fast-track market penetration and brand recall across Tier-1 and emerging Tier-2 cities.

4. Strengthening the premium dessert category With per capita ice-cream consumption in India still under 500 ml (compared to 5–10 litres in mature markets), the premium dessert category offers immense headroom. The health-plus-indulgence sub-segment, currently under 3% of total ice-cream sales, could grow at 20–25% CAGR over the next 5 years. Heritage’s entry validates investor interest and could spur more M&A activity in this emerging niche.

5. Portfolio diversification and risk mitigation The move aligns with Heritage’s Vision 2030 strategy to reduce dependence on commodity milk sales and expand the non-cyclical, higher-margin portfolio. Functional desserts, ready-to-drink products, and clean-label foods offer insulation from the volatility of raw milk prices while aligning with sustainability and wellness trends — key drivers of future growth.

In summary, Heritage’s acquisition of Get-A-Way represents more than a brand buy — it signals the evolution of India’s dairy ecosystem into a value-added, lifestyle-driven market. Traditional dairies that embrace such innovation-through-acquisition strategies are likely to lead the next wave of “White Revolution 2.0” — defined by nutrition, novelty, and premiumisation rather than just milk volumes.

Source : Dairynews7x7 Oct 28th 2025