TruFood grows BFY snack footprint with Simply Natural acquisition

By Gill Hyslop contact

- Last updated on GMT

TruFood's acquisition of Simply Natural will expand its footprint in the nutrition bars segment. Pic: GettyImages/AntonioGuillem
TruFood's acquisition of Simply Natural will expand its footprint in the nutrition bars segment. Pic: GettyImages/AntonioGuillem

Related tags: TruFood Manufacturing

Baked goods and snack food contract producer TruFood Manufacturing has acquired Simply Natural Foods, which will help leverage its footprint in the better-for-you (BFY) snacking segment and serve a larger customer base with a broader range of offerings.

Simply Natural is a co-manufacturer of nutritional bars and BFY moulded chocolates for large CPG companies and private label customers. Its diversified product portfolio includes functional and diet bars, chocolate bars, peanut butter cups as well as other moulded and extruded snack items.

The company currently operates out of an SQF Level 2 certified facility based in Commack, New York, with a workforce of 200.

Under the deal, SNF will operate as TruFood, led by TruFood’s president Ted Schouten and CEO Pete Tsudis. Abe Brach, president and CEO of SNF, will be departing in the coming weeks to pursue his other business endeavours.

The Pennsylvania-based snack food contract manufacturer – which is owned by AUA Private Equity Partners – said the deal represents a significant milestone for the company.

Solid reputation

“Simply Natural Foods has been a leader in the nutrition bar and confectionery manufacturing industry with a solid reputation for high quality standards, continuous innovation, excellent management, and great-tasting products,”​ said Schouten.

“We are excited to add the SNF team to our family and look forward to working together on advancing our shared growth plan with a focus on providing customers with a broad range of snack brands and products.”

Brach added, “As part of the TruFood family, Simply Natural Foods will have more resources and support to focus on continued growth and strengthen its commitment to providing consumers with great-tasting and wholesome products.

“While I will miss my SNF family, I am excited to explore new opportunities, and I could not ask for a better situation in my departure.”

Financial terms of the transaction were not disclosed.

TruFood Manufacturing is a contract manufacturer of branded and private-label nutrition bars, protein bars, chocolate moulded products and baked goods like granola and baked inclusion pieces, sold worldwide. The company is backed by New York-based lower middle-market investment firm AUA Private Equity Partners, which has a particular focus on family-owned businesses or companies benefiting from the growth of the US Hispanic population.

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