SnackWell’s finds new home with Brynwood
Mondelez Global sold its SnackWell’s brand cookie and snacks business to the Back to Nature Foods Company, a joint venture between Brynwood Partners VI and Mondelez.
Brynwood VI and Mondelez Global formed the Back to Nature joint venture in 2012 through a structure whereby Brynwood VI acquired operating control and Mondelez Global retained a minority position in the new company.
"We look forward to owning the SnackWell's brand and integrating it into our Back to Nature organization," said Vincent Fantegrossi, president and CEO of Back to Nature. “Its healthy attributes, loyal consumer base, and strong distribution make SnackWell's a very complementary product line offering to our Back to Nature products. SnackWell's is an iconic brand and we are excited about the potential that this acquisition brings to our company. SnackWell's significantly increases our scale in the important cookie and cracker categories."
Brynwood, founded in 1984, is an operationally-focused private equity fund that makes control investments in North American based lower middle market companies in the consumer sector. With the acquisition of SnackWell’s, Brynwood Partners has now acquired 39 corporate brands from 15 different sellers. The SnackWell's transaction marks the firm’s second deal with Mondelez Global in addition to two others with Kraft Foods, the predecessor company of Mondelez Global.
Some of Brynwood Partners other investments have included brands such as Zest brand soap, Turtle chocolate, TrueNorth nut clusters,Salted Nut Roll, Bit-O-Hoeny, Lightlife meat alternative and Balance Bar