Amplify Snacks Acquires Boundless Nutrition, Quickly Acquires Domain Names

Here is a situation IMO where one company understands the importance of domain names and the other doesn’t!

Amplify Snack Brands acquires Boundless Nutrition on May 3, 2016 for an undisclosed amount. Boundless Nutrition has the branded product Oatmega, which is the flagship product for the company and the main focus on its website. A second product is called Perfect Cookie.

The main domain name used by Boundless Nutrition for Oatmega and Perfect Cookie? GiveBar.com ?

Focus keywords?

  1. Oatmega
  2. Perfect Cookie
  3. Boundless Nutrition

Product / Product / Company. None of which relate to “Give Bar”. Don’t confuse people!

What will people “search for” and the brands focus on the net? Oatmega!

In general, I would say that Boundless Nutrition needed some domain name help and when Amplify acquired the company and its products on May 3, 2016 they wasted no time and acquired the important domain name assets they needed.

Oatmega.com was the first target and was acquired THE SAME DAY the company was acquired on May 3, 2016 based on whois records! That was quick but smart!!! Exact match domain eliminates confusion and simply makes sense to own and use, because that is the brand/product.

Amplify didn’t stop with just that domain name purchase, next up was PerfectCookie.com, which they acquired in the domain name aftermarket as well. That transaction took place on or about May 9, 2016 based on whois records, only about 6 days after acquiring Boundless.

Boundless Nutrition did own the exact match domain name of its company, BoundlessNutrition.com, so that was at least a good thing, but often the “company” name isn’t as important as the product(s) being sold. In this case, Oatmega and Perfect Cookie.

Oatmega Perfect Cookie

From a branding aspect, owning the exact match .com domain names to both products is very important and Amplify fixed the problem quickly after acquiring Boundless Nutrition and it’s two products.

Currently, Oatmega.com and PerfectCookie.com both redirect to GiveBar.com, but since it’s still very early after acquiring the domain names, I would expect Oatmega.com to become the main domain name and GiveBar.com will be redirected to Oatmega.com.

Great job by Amplify noticing this problem early and acting to secure the brands they just invested in to help them grow.

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3 thoughts on “Amplify Snacks Acquires Boundless Nutrition, Quickly Acquires Domain Names

  1. Nice to see a company just buy the names they need and use them right away.
    Do you know what they were listed for or sold at?

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