Mondelez International has swooped for US free-from snack manufacturer Enjoy Life Foods in a bid to tap into rising consumer interest in their health.
Privately-owned Enjoy Life makes products such as biscuits, chocolate and snack bars that are free from allergens including wheat, dairy and peanuts.
The Oreo and Cadbury maker said the deal, struck for an undisclosed sum, would give it “the market-leading brand in the fast-growing free-from segment”.
“Enjoy Life Foods is a great strategic fit for us,” Mark Clouse, Mondelez’s chief growth officer, said. “The Enjoy Life brand expands our portfolio into faster growing, on-trend, better-for-you areas and provides an excellent platform to make these delicious offerings available to consumers with free-from needs or simply looking for healthy-lifestyle options, both in the United States and beyond.”
Illinois-based Enjoy Life was founded in 2001 by Scott Mandell, still the company’s CEO. He will stay on with the business. “As we combine our great brand, market leadership and passion for our consumers with the global resources, scale and marketing expertise of Mondelez International, I’m confident this relationship will enable us to reach even greater heights,” Mandell said.
Click here for an in-depth interview with Enjoy Life chief sales and marketing officer Joel Warady on why the company was looking for a “partner”, what Mondelez’s ownership means for the business and the fledgling firm’s growth ambitions.