US-based beverage company Rocky Mountain High Brands (RMHB) has acquired all of the assets, trademarks, intellectual property and ongoing business operations of BFIT Brands.

BFIT Brands sells FitWhey protein and energy drinks.

Financial details of the acquisition have not been disclosed by both the companies.

RMHB chairman, president and CEO Michael Welch said: “Strategic acquisitions are a key part of our business plan. We leverage areas where we have unique competitive strengths.

“FitWhey is our first strategic acquisition of an operating brand. It is a great brand in rapidly growing channels – fitness and nutrition. The acquisition of FitWhey and its distribution network strengthens Rocky Mountain High Brands’ position in a key growth market.”

“This gives FitWhey the opportunity to rapidly expand into new markets and provide FitWhey to fitness-minded consumers across the US.”

Welch added that fitness and nutrition are key distribution channels for CBD-infused products, and the acquisition of FitWhey will help the company to capitalise on this opportunity.

FitWhey also brings in new sales channels to the company, including nutrition stores, convenience stores and fitness clubs.

FitWhey currently has a well-established presence in the Desert Southwest region, and the company intends to take advantage of this presence to support its brick and mortar expansion of its HEMPd product line, Eagle Spirit Spring Water, and Rocky Mountain High beverages in the market.

Going forward, RMHB also plans to launch CBD-infused version of FitWhey.

FitWhey founder and CEO Erik Rothchild said: “As a pioneer in the protein/energy category, this gives FitWhey the opportunity to rapidly expand into new markets and provide FitWhey to fitness-minded consumers across the US.

“Rocky Mountain High Brands has built a very experienced team of beverage professionals and I look forward to being a part of their team.”