USA: Heartland Food Products Group to acquire Whole Earth Brands’ Americas business

Heartland Food Products Group, the Indiana-based owner and manufacturer of the Splenda, SlimFast and Java House brands, has entered into a definitive agreement to acquire the Americas business of Whole Earth Brands, Inc. The transaction will include the Equal, Whole Earth, Swerve and Chuker sweetener brands across North America and Latin America.

Financial terms of the transaction were not disclosed. The acquisition is intended to strengthen Heartland Food Products Group’s position in sugar reduction and expand its portfolio across traditional tabletop, natural sweeteners, foodservice, beverage, retail and B2B channels.

Ted Gelov, chairman and CEO of Heartland Food Products Group, commented: “The acquisition of Equal® and Whole Earth® Brands Americas is another transformative milestone for Heartland and further advances our mission to help people live happier, healthier, and longer lives by making it easier to reduce sugar”.

The organization expects the combination to significantly expand its scale across retail, foodservice, e-commerce, ingredient solutions, and international markets. Heartland Food Products Group also expects to continue expanding natural and plant-based sweetener offerings under both the Whole Earth and Splenda portfolios while supporting the growth of the Equal brand in the Americas.

Source: Heartland Food Products Group