USA – Second Nature Brands, a US-based creator of premium, nutritional, and better-for-you snacks and treats, controlled by CapVest Partners LLP has acquired Brownie Brittle from Encore Consumer Capital.
The two companies supply snacks and Second Nature Brands are known to create snacks and treats that make lives better, while Just like the name suggests, Brownie Brittle supplies brownie snacks that are distinct from other brownies as they are thinner and have a crunchier texture.
This is the first deal made by Second Nature Brands since private-equity firm CapVest bought the business in April.
The deal whose terms were not disclosed comes as Second Nature diversifies from savory snakes and chocolates into the baked-goods category.
“The acquisition was a great first step in our plan to transform the business into a highly diversified US snacking platform,” said Othmane Khelladi, a partner at CapVest
Founded in 2012, Brownie Brittle is a category-defining brownie snack brand whose unique combination of rich flavor and thin, crunchy texture appeals strongly to the growing consumer demand for premium permissibly indulgent snacks.
Since 2018, the Brownie Brittle firm has been owned by private-equity investor Encore Consumer Capital and its customer presence has expanded outside North America to markets such as South Korea, Japan, and Australia
The acquisition comes in handy for Second Nature Brands to become a US leader in snacks and treats as they expand their presence into baking hence unlocking a new growth stream.
“We have ambitious plans to become a US leader in snacks and treats and the acquisition of Brownie Brittle is an exciting step on this journey, which expands our presence into baking and unlocks a new growth stream for us,” said Victor Mehren, CEO, Second Nature Brands.
On the other hand, Jan Grywczynski, CEO, of Brownie Brittle said that the sale of the company was “a very positive reflection on our business, our people, and the strength of the Brownie Brittle brand.”
Jan Grywczynski added that Second Nature Brands was attracted by the incredible growth that Brownie Brittle has demonstrated historically, as well as strong brand value and great product quality.
“We are very excited about this new chapter for Brownie Brittle, as part of the Second Nature Brands family, and look forward to working with Victor and the rest of the Second Nature team to accelerate our growth as a leader in thin, sweet, permissibly indulgent snacking”.
Michigan-based Second Nature Brands has a product range including Kar’s Nuts, Second Nature Snacks, and Sanders Chocolates. It specializes in non-GMO-verified snacks and trail mixes.