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April 1, 2021

Campbell sells Plum Organics baby-food brand to Sun-Maid

By Leonie Barrie

US food giant Campbell Soup Co. has sold its Plum Organics baby-food brand to local snacks business Sun-Maid Growers of California for an undisclosed sum.

Fresno-based Sun-Maid said the range of organic baby food and kids’ snacks fits well with its offering of better-for-you whole fruit snacks. 

Harry Overly, CEO and president of Sun-Maid, said: “Plum is a natural fit for the Sun-Maid family given our expertise, leadership and rapid growth in healthy snacking, along with our strong emotional connection with family households.

“Its acquisition is an integral part of our continued dedication to providing superior products while delivering category growth. We’re committed to carrying on Plum’s mission of serving babies the very best food from the first bite.”

Plum is the latest non-core disposal from Campbell following deals in late 2019 to sell its European snacks assets – including UK-based Kettle Foods – to Valeo Foods Group and its Australia-based snacks business Arnott’s to private-equity firm KKR.

It had sold its Denmark-based snacks business Kelsen to Italian confectionery heavyweight Ferrero earlier that year.

In January this year, it announced it was to sell its US artisan bread brand Ecce Panis to New Jersey-based Jimmy's Cookies.

Chris Foley, Campbell's president of meals and beverages, said: "The sale of the Plum Organics baby-food brand is part of our ongoing strategic process to create even greater focus on driving growth in the division's core categories of soup, sauces and beverages."

Plum Organics was founded in 2007 by a group of parents on a mission to provide high-quality food to their children. Campbell acquired Plum in 2013.

In February, it was revealed Campbell was facing a consumer lawsuit filed in the US over claims its Plum Organics products contain elevated levels of toxic metals.

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