OMMAX advised Protein Works on its acquisition by Lactalis

OMMAX supported Protein Works, a leading UK-based functional nutrition and direct-to-consumer wellness brand, in the successful sale of the business to Lactalis, the world’s leading dairy company. OMMAX delivered a comprehensive Digital and Tech Vendor Due Diligence (VDD), providing potential investors with a fact-based assessment of Protein Works’ digital market position, digital, tech, and AI capabilities, and future value creation opportunities.

The acquisition marks a significant milestone for Protein Works and highlights the continued attractiveness of digitally enabled health and nutrition brands. The transaction enables Protein Works to leverage Lactalis’ global platform and resources while accelerating its next phase of growth in the UK and internationally.

The OMMAX team conducted a comprehensive Digital and Tech Vendor Due Diligence, focusing on the following areas:

• Digital Market & Competitive Dynamics: Evaluation of market trends, category growth, consumer demand, and Protein Works’ competitive position across key markets and digital channels
• Digital Marketing Performance: Analysis of organic visibility, paid media effectiveness, CRM performance, and overall marketing efficiency
• Sales Channel Performance and Customer Economics: Review of channel mix (Direct and Amazon focused), customer acquisition, conversion funnel dynamics, cohort behavior, retention dynamics, repeat purchase rates, and customer lifetime value
• Digital Value Creation: Identification of key value creation opportunities across acquisition, retention, conversion optimization, CRM activation, and international growth initiatives
• Data, Technology & AI Capabilities: Evaluation of the company’s technology stack, data infrastructure, analytics maturity, automation capabilities, and AI readiness

This transaction underscores the growing strategic importance of digitally native consumer health brands and the increasing role of data-driven customer engagement and direct-to-consumer excellence in the nutrition sector.

Laura Keir, CEO at Protein Works, commented:

“Our acquisition by Lactalis is a very exciting new chapter in the Protein Works story. There are natural synergies between the two businesses, and a deep care for quality, customers, and our teams. The move allows us to accelerate the growth of the Protein Works brand and reach new customers, while providing new expertise to the group as a whole."

Sinan Erhan, Partner at OMMAX, added:

“We are delighted to have supported Protein Works throughout this transaction. Our Digital and Tech Vendor Due Diligence highlighted the company’s strong market position, highly scalable direct-to-consumer platform, and significant growth opportunities within the attractive functional nutrition category. We congratulate all parties involved on this successful transaction.”

About Protein Works 

Protein Works is a UK-based functional nutrition company specializing in protein powders, meal replacements, supplements, snacks, and wellness products. Founded in 2012, the company has built one of the UK's leading direct-to-consumer nutrition platforms, serving millions of customers through a digitally driven business model. Through continuous product innovation, strong brand positioning, and advanced digital marketing capabilities, Protein Works has established a leading position within the health and wellness sector.  

For more information, please visit https://www.theproteinworks.com

About Lactalis  

Founded in 1933 and headquartered in Laval, France, Lactalis is the world's leading dairy company, with a global portfolio spanning milk, cheese, butter, yogurt, and nutrition products. Operating in more than 50 countries, Lactalis serves consumers worldwide through a broad portfolio of leading dairy and nutrition brands.  

For more information, please visit https://www.lactalis.com

About OMMAX 

OMMAX is a leading AI-first management consultancy specializing in AI strategy, business transformation, transaction advisory, and value creation. Founded in Munich in 2011, OMMAX serves large corporates, mid-sized companies, and private equity firms across Europe and beyond, with more than 4,000 completed projects and a Net Promoter Score of 90.