Deal based on Simple Botanics D2C footprint

Deal based on Simple Botanics' D2C footprint

Simple Botanics, a Chicago-based bar maker which sells its products online, has been acquired by Brand Holdings, a holding company focused on buying direct-to-consumer (D2C) e-commerce businesses.

Pittsburgh-based Brand Holdings, which is backed by investors Kidd & Company and T-street Capital, has not revealed the financial details behind the acquisition.

The deal follows its purchase of health and wellness supplement firm Dr. Emil Nutrition in June 2020 and fits in with its strategy of acquiring businesses in the areas of health and wellness, sports nutrition, beauty and functional foods.

Simple Botanics, founded by Kimberly Crupi Dobbins, makes products from "simple, unprocessed ingredients that harness the power of spices and herbs". Apart from bars, it makes herbal teas and powders. 

Brand Holdings said it will partner with Dobbins to accelerate growth both in the current product lines and through new product launches.

Jeffrey Hennion, chairman and CEO of Brand Holdings, said: "The D2C e-commerce space has been growing substantially and the consumer interest in products that promote a healthy lifestyle and self-care during the pandemic has risen even faster.

"We are excited to now be partnering with Kimberly to greatly accelerate the growth of Simple Botanics, as the line-up of products she has assembled in the herbal tea and organic food bar space are second to none."

Dobbins said: "Collaborating with Brand Holdings allows us to further our mission of creating great-tasting and healthy snacks and beverages that will continue to innovate the functional food sector."