Nick Holzherr (left) with Andy Moore, Managing Director, Bracebridge Corporate Finance

Birmingham based Whisk.com, the number one solution powering smart and shoppable food experiences for some of the world’s largest food retailers, publishers and brands, announced in March that it is to be acquired by Samsung and will join Samsung NEXT’s Product team

Samsung is a global leader in technology transforming TVs, smartphones, PCs, home appliances and a host of other technology categories. As the innovation group within the company, Samsung NEXT builds and grows ideas, helping transform Samsung through software and services innovation.

Launched in January 2013, Whisk was co-founded by Nick Holzherr who raised funding for the venture after pitching the business to Lord Sugar as a finalist on the 2012 BBC TV series The Apprentice.

Nick commented: “We first started working with Samsung in the UK back in 2016, and quickly saw the unique opportunity to further scale and strengthen our platform with one of the most successful companies in the world. Now, together, we have the potential to power experiences all around the world”.

At the heart of the Whisk platform is sophisticated technology that understands each ingredient in the world, as well as its relationship to other ingredients. The platform also understands each ingredient’s nutritional value, when it perishes, what it costs, and where to buy it.

Bracebridge Corporate Finance provided strategic advice and supported Nick with the negotiations. Nick added “Andy’s experience in deal analysis and negotiation was instrumental in making our deal successful. As a boutique M&A practice the advice and service was personal and responsive. I’d recommend him to anyone looking for a successful corporate transaction”.