US cereal maker MOM Brands has acquired the CoCo Wheats cereal brand from breakfast food and baking products manufacturer Little Crow Foods for an undisclosed sum.
Indiana-based Little Crow has also sold several other brands, including FastShake Pancake Mixes, and Fryin’ Magic, to Illinois-based Gilster-Mary Lee Corp. The deals are expected to be finalised on 29 June.
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MOM Brands, formerly known as Malt-O-Meal, said the acquisition is a “natural extension” to the company’s existing hot cereal brands.
“Coco Wheats is a beloved breakfast cereal enjoyed by millions of families,” said Paul Norton, senior VP of marketing and business planning for MOM Brands. “It marks another strong addition to our hot cereal offerings and our growing house of brands.”
Private label food manufacturer Gilster-Mary Lee Corp will take control of the Little Crow Foods brand trademarks, product formulas and inventories. The company will continue to market these brands under their established brand names and will continue to offer the contract packing services provided by Little Crow to third-party food producers.
“We look forward to continuing to produce and distribute these popular brands,” said Gilster-Mary Lee CEO Don Welge. “They are valuable additions to our business.”
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