The merger of Másbúðir ehf., Fit Food ehf. og Pure Performance ehf

• Get document
• Case number: 22/2025
• Date: 18/6/2025
• Company:
  • Másbúðir ehf.
  • Fit Food ehf.
  • Pure Performance ehf.
• Sectors:
  • Consumer goods, supplies and etc.
• Policy Area:
  • Mergers
• Summary

  The merging parties are Másbúðir ehf., Fit Food ehf., and Pure Performance ehf. On December 18, 2024, a purchase agreement was signed between Másbúðir and Þrastaþing ehf., which is the seller of Fit Food, for the entire share capital of the company. At the same time, Másbúðir entered into an agreement to acquire the company Pure Performance. According to the merger notification, Fit Food’s operations involve the import, marketing, and sale of health-promoting products. Pure Performance operates in the same market. Másbúðir, on the other hand, is a search fund that invests in small and medium-sized enterprises.