Eurolife Aquires Holy Cr*P: Name Change to VEGNEuroLife Brands strikes deal to acquire popular cereal brand Holy Crp of Dragon's Den fame Holy Crp's brands include plant-based, gluten free and kosher products that are available across Canada at retailers like Whole Foods EuroLife Brands - EuroLife CEO Shawn Moniz hailed Holy Craps unforgettable name and product quality (image courtesy of Holy Crp) EuroLife Brands Inc (CSE:EURO) (OTCPINK:EURPF) has announced plans to acquire Holy Crp Brands Inc, makers of the popular granola that was first introduced to Canadians on CBCs Dragons Den. Holy Crp has since expanded its line to include plant-based, gluten-free and kosher products that are available across Canada at retailers like Whole Foods and Save-On-Foods. The acquisition is a three-cornered amalgamation that results in Holy Crp becoming a subsidiary of EuroLife, which yesterday announced plans to rebrand itself as Plant & Co Brands. READ: EuroLife Brands to change name to Plant & Co Brands to reflect its focus on the booming health and wellness sector Under the terms of the roughly C$8.7 million deal signed on November 25, EuroLifes wholly-owned subsidiary will amalgamate Holy Crp into its business in exchange for 28 million EuroLife shares (which were worth around C$0.31 on Wednesday) in exchange for one Holy Crp share held. In addition, EuroLife will issue four million warrants exercisable at C$0.40 under the same terms as existing Holy Crp warrants. The amalgamated company will become a wholly-owned subsidiary of EuroLife. EuroLife CEO Shawn Moniz hailed Holy Crps unforgettable name and product quality. The acquisition of Holy Crp Brands Inc. will be the second plant-based business we have acquired and is part of our continued growth strategy within the health and wellness sector in Canada," Moniz said in a statement accompanying the news. "We look forward to taking this unique brand in the health and wellness sector to greater heights. We have an aggressive plan for revenue growth and will continue to look for opportune acquisition targets in North America." Holy Crps CEO Derek Ivany called the deal a natural evolution in the companys development. Increasing our company's exposure to both investors and consumers will greatly enhance our brand and expansion opportunities, Ivany told investors. Uniting the teams at Holy Crp and EuroLife has numerous synergies which will provide a very bright future in the plant-based food space which is growing exponentially." The brand generated approximately C$340,000 in revenue in the last six months, according to the release. The deal remains subject to shareholders approval.