Probios Group has announced its rebranding as Healtion, a name that derives from the fusion of 'Health' and 'Nutrition' and which reflects the strategic positioning of the group as an Italian leader in the health food sector. The operation marks the start of a new phase of development, with the aim of consolidating the national leadership and accelerate expansion into foreign markets.
The group brings together under one umbrella an integrated production and distribution chain and six historic brands in the Italian organic and health sector: Probios, Baule Volante, The Window on the Sky, LiveBio, Lotus Flower e Zer%Each brand maintains its own identity and positioning, contributing to a diversified portfolio covering the entire range of healthy products, from organic to free-from.
Pillars and identity
Nutrition, well-being and sustainability are the three pillars of Healtion's strategy. Innovation represents the core of the offer, aimed at developing products with distinctive nutritional profiles and functional characteristics able to respond to emerging trends in the healthy food market.
‘With Healtion we want to make our identity clearer: we are a Group entirely focused on healthy food and on the role of nutrition as a lever for well-being for people and the planet', explains Renato Calabrese, CEO of Healtion. 'Today we open a new phase of our journey: consolidating leadership in Italy and accelerating international development, with the ambition of becoming one of the main European players in Healthy Food‘.
Expansion through external lines
The group's industrial plan provides a growth strategy for external linesthrough operations of M&A (Mergers & Acquisitions) aimed at acquiring brands and complementary companies in the health food sector. The objective is to build a European reference hub, capitalizing on the experience accumulated in over 45 years of activity in the organic and health sector.
‘In a few years we have become a market leading player by aggregating excellences in the Healthy Food sector‘, comments Andrea Rossi, president of Healtion and Managing Partner of Agreen Capitalthe private equity fund that has controlled the group since March 2023‘.The objective of our plan is to become the European reference hub by focusing on: constant research and innovation, focus on our brands and market trends, and an M&A strategy consistent with our industrial plan‘.
Healtion Ventures: corporate venture capital
Healtion has launched Healtion Venturesa corporate venture capital program dedicated to startups and innovative projects in the Healthy Food and Food TechThe initiative is part of the open innovation of the group, aimed at intercepting emerging technologies, innovative business models and ‘disruptive’ solutions able to accelerate the development of new products and services.
The program represents a complementary tool to the M&A strategy, allowing the group to connect with the startup ecosystem and identify investment and collaboration opportunities at an early stage.
The six brands of the group
Healtion integrates six historic Italian organic and health food brands, each with a specific positioning:
- Probios: historic brand of Italian organic products, present in large-scale distribution and specialized channels, with a wide range of organic and vegan products;
- Baule Volante: pioneering organic brand in Italy, focused on cereals, legumes, and basic ingredients for plant-based cooking;
- The Window on the Sky: specialized in macrobiotic products and high-end plant-based foods;
- LiveBio: line of organic packaged products for mass retail;
- Lotus Flower: brand dedicated to organic and macrobiotic oriental products;
- Zer%: range of free-from products (gluten-free, lactose-free, no added sugars) for consumers with specific dietary needs.
Conclusions
The rebranding to Healtion marks a strategic turning point for the former Probios group, which aims to consolidate its leadership position in the Italian healthy food market and establish itself as a reference player in Europe. The combination of an integrated supply chain, a portfolio of consolidated brands, an aggressive M&A strategy, and a corporate venture capital program outlines an ambitious development model aimed at capitalizing on the structural growth of the healthy food market.
Editorial staff of GIFT (Great Italian Food Trade)
Credit cover Healtion
Notes
(1) The Italian organic market recorded consumer turnover of 3.96 billion euros, with a value increase of 2.9% compared to 2023 (+112 million euros in absolute terms), according to the ISMEA report ‘Bio in Numbers 2025’. https://www.greatitalianfoodtrade.it/notizie/agricoltura-biologica-bio-cifre-2025/ The healthy food segment, which includes organic, free-from and functional products, shows differentiated dynamics with resilience in premium and functional categories
(2) Agreen Capital is a private equity fund specialized in investments in the sustainable agri-food sector, focusing on organic supply chains and healthy food
