Second Nature Brands, the US-based snacks and treats business that has bolstered its portfolio through M&A, has named Adam Butler as its new CEO.
Former Kraft Heinz executive Butler, who will take on the role at the CapVest Partners-backed company in August, replaces Vic Mehren. He has been CEO at the Kar’s Nuts trail mixes brand owner since 2019.
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Butler most recently headed up Insignia International, which previously traded as Flagship Food Group until a name change last year, and had also engaged in M&A through assets such as La Tortilla Factory and Young Guns.
Butler said of his appointment: “Second Nature Brands has a strong portfolio, a talented team, and a clear vision for the future. I look forward to building on the strong foundation Vic has laid and working with the great team to realise the company’s ambitious growth plans.”
In a statement, Mehren was credited with taking Second Nature Brands from a $190m business to a “snacking leader with a modern portfolio of brands, expanded operational scale, and a strengthened foundation for growth”.
Backed by CapVest since 2022, current sales were put at around $500m.
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By GlobalDataSecond Nature Brands struck a hefty deal last year for the Voortman cookies brand bought from US food peer JMSmucker for $305m, along with a factory and 300-odd employees.
Voortman cookies sales were put at $65m at the time.
In other transactions, Michigan-headquartered Second Nature Brands acquired Sahale Snacks from Smucker the previous year for $24m, and in 2022, the company snapped up Brownie Brittle.
“We’ve built something truly special – an incredible team, a values-driven culture, and a business that’s positioned to keep winning,” the departing Mehren said.
“I’m proud of what we’ve achieved together and confident that now is the right time to pass the baton. Adam is the right leader to take SNB into its next chapter, and I’m excited to support him through a smooth transition.”
Mehren will assist Butler in a transition process through the remainder of July.
Butler spent more than 17 years at Kraft Heinz, including a period before the 2015 merger of Kraft Foods and HJ Heinz.
He was president of Kraft Heinz’s Canada business before leaving for Insignia, and also held the same role at the US snacks and drinks business.
