Thursday, March 28, 2024

Second Nature Brands acquires Brownie Brittle

Second Nature Brands, controlled by CapVest Partners LLP, has completed the acquisition of Brownie Brittle from Encore Consumer Capital. The terms of the transaction are not being disclosed.

Founded in 2012, Brownie Brittle is a category-defining brownie snack brand with an expanding roster of retail relationships across all formats and merchandising positions, including club stores, grocery, mass market retailers, convenience stores, specialty retail and airlines.

With a heritage spanning over 140 years, US-based Second Nature Brands is a leader in the fast-growing snacks and treats market, focusing on the nutritional and lifestyle needs of health-conscious consumers. Its brands comprise Kar’s Nuts, Second Nature Snacks, and Sanders.

Commenting on the deal, Victor Mehren, CEO of Second Nature Brands, said: “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.

“It also marks our first acquisition since being acquired by our majority investor CapVest, showing how with their support we intend to grow and develop Second Nature Brands through continued investment in the brand, channel & category expansion, as well as continued focus on product quality.”

Othmane Khelladi, partner at CapVest, added: “Brownie Brittle is a fantastic addition to the Second Nature Brands portfolio and a great first step in our plan to transform the business into a highly diversified US snacking platform. We are thrilled to support Second Nature Brands in their next phase of growth and to work with the team to expand their portfolio into adjacent and complimentary snacking categories.”

Jan Grywczynski, CEO of Brownie Brittle, said: “This announcement is a very positive reflection on our business, our people and the strength of the Brownie Brittle brand. 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.”

A message from the Editor:

Thank you for reading this story on our news site - please take a moment to read this important message:

As you know, our aim is to bring you, the reader, an editorially led news site and magazine but journalism costs money and we rely on advertising, print and digital revenues to help to support them.

With the Covid-19 pandemic having a major impact on our industry as a whole, the advertising revenues we normally receive, which helps us cover the cost of our journalists and this website, have been drastically affected.

As such we need your help. If you can support our news sites/magazines with either a small donation of even £1, or a subscription to our magazine, which costs just £31.50 per year, (inc p&P and mailed direct to your door) your generosity will help us weather the storm and continue in our quest to deliver quality journalism.

As a subscriber, you will have unlimited access to our web site and magazine. You'll also be offered VIP invitations to our events, preferential rates to all our awards and get access to exclusive newsletters and content.

Just click here to subscribe and in the meantime may I wish you the very best.
















Latest news

Related news

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close