USA: 1440 Foods acquires Fitcrunch

1440 Foods, a leading sports and active nutrition business, has announced the acquisition of Fitcrunch, a protein snack firm, from celebrity chef Robert Irvine, Union Capital Associates and its founders.

Founded in 2012 by Bakery Barn and Robert Irvine, Fitcrunch is known for high-protein foods like bars, wafers, and powders, with its bars providing up to 30g of protein per serving.

1440 Food’s portfolio, including Pure Protein, MET-Rx, and Body Fortress, has reportedly seen growth across retail channels since its acquisition by 4×4 Capital in 2021.

Commenting on the acquisition, Fitcrunch chief executive officer Patrick Cornacchiulo said: “We are thrilled to join the 1440 Foods platform and to bring together two talented teams with deep experience in the nutrition category, retail, branding, and manufacturing. FITCRUNCH and 1440 products enjoy industry-leading loyalty, and combining our portfolios and innovation capabilities will help reach more consumers on more occasions and in more channels”.

Alex Medicis, 4×4 Capital co-founder and chairman of the 1440 Foods board of directors said: “1440’s vision is built on four pillars: strong brands, a complete product portfolio, deep retailer relationships and efficient operations. FITCRUNCH brings additional strength in all these areas to help shape the future of ‘better for you’ snacking and meal replacement”.

Source: 1440 Foods (via BusinessWire)