USA: Bel Group acquires Brainiac snack brands

Bel Group, the global dairy, fruit and vegetable snacking company, has acquired the Brainiac and Little Brainiac brands from US functional snack producer Ingenuity Foods.

The acquisition adds a functional snacking platform to Bel Group’s North American portfolio, complementing its existing GoGo squeeZ range. Formulated with Omega-3s and other essential nutrients, the Brainiac range is marketed as supporting brain, gut, and immune health. According to Bel Group, the brands have experienced “triple-digit” value net sales growth over the past year.

Bel North America CEO Peter McGuinness commented: “This move gives us more scale, product choices and breadth across our portfolio. By bringing Brainiac brands into our family, we’re unlocking a new era of growth and innovation”.

Mark Brooks, CEO and co-founder of Ingenuity Foods, added: “We are excited to join forces with Bel and bring Brainiac® to even more families in more places.  Bel’s dedication to nutrition, innovation, and purpose-driven brands is the perfect fit for our vision”.

Ingenuity Foods will continue to operate under its current leadership following the transaction.

Source: Bel Group (via Globe NewsWire)