Second Nature Brands completes deal for Brownie Brittle business

US-based Second Nature Brands, behind a number of premium, nutritional and better-for-you snacks and treats, controlled by CapVest Partners has completed the acquisition of Brownie Brittle from Encore Consumer Capital, writes Neill Barston.

Terms of the deal have not been released by either party, but the American business believed that its acquisition would have a notable impact in terms of expanding its operations.

Founded in 2012, Brownie Brittle is a category-defining brownie snack brand whose unique combination of rich flavour and thin, crunchy texture appeals strongly to growing consumer demand for premium permissibly indulgent snacks. Brownie Brittle boasts 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, 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, the #1 branded trail mix delivering better-for-you, on-the-go fueling snacks, Second Nature Snacks, a pioneer in natural, non-GMO-verified premium snacks and trail mixes created for a healthy, on-the-go lifestyle, and Sanders, the leader in premium, small-batch, kettle-cooked sea salt caramels.

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.”

Furthermore, Jan Grywczynski, CEO of Brownie Brittle, added that the deal was a positive reflection on its performance as a company, and that Second Nature had been drawn to the business, given its strong historic rates of growth that have continued to deliver results for the business.