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September 29, 2020

Wellness Natural buys SimplyProtein snack brand from Simply Good Foods

Wellness Natural, a newly formed natural food company in Canada, said it has acquired an established US snacks brand.

By Dean Best

Wellness Natural, a newly-formed natural food company in Canada, has acquired the SimplyProtein snacks brand from The Simply Good Foods Co.

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  • Major trends in the market including rapid delivery, ambient retailing, supply chain disruption, and inflation
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Michael Lines, who led the SimplyProtein brand in Canada, is the CEO and founder of Wellness Natural in Toronto. Financial details were not disclosed in a statement today (29 September).

“I’ve had the pleasure of working on SimplyProtein throughout my tenure at Simply Good Foods, and developed a true passion for the brand and its positioning within the nutritional snacking space,” Lines said in a statement. “With many of our products plant-based, SimplyProtein fills an essential consumer need, as it checks off all the boxes.” 

The SimplyProtein portfolio consists of bars, cookies, chips, and crunchy bites that are gluten-free and non-GMO. They are sold in the US and Canada.

Last summer, Denver-based Simply Good Foods acquired better-for-you snacks firm Quest Nutrition in California but had not previously made any suggestion it planned to sell the SimplyProtein brand. The company also owns the low-carb dietary line Atkins.

Joseph Scalzo, the president and CEO of Simply Good Foods, said in a statement: “The divestment of SimplyProtein from the Simply Good Foods portfolio is a strategic decision based on the reprioritisation of resources for our flagship nutritional brands, Atkins and Quest. We fully believe in the SimplyProtein brand and philosophy, and are pleased to complete the sale to Wellness Natural, led by Michael Lines, our former general manager, who is well suited to champion this next chapter for SimplyProtein.”

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Free Report
img

What’s the forecast for the food and grocery industry?

The food and grocery sector thrived during the pandemic, largely due to the shutdown of the food service industry and the sector’s subsequent necessity, panic-induced bulk purchasing, and spending more time at home. The market has grown as a result of inflation. Consumer unwillingness to go out and socialize, and the reopening of several hospitality facilities, helped maintain the demand for groceries, particularly online, in 2021. As consumer behavior changes, we consume more food and drink at home, and inflation increases basket sizes. GlobalData predicts that the sector will continue to hold a higher share than had been predicted prior to the pandemic. This is true despite the fact that the food and grocery sector's share of overall retail will decline from its peak in 2020. This report will discuss market forecasts and key themes in the global food & grocery industry in 2022 and beyond. It covers:
  • Market drivers and inhibitors
  • Five-year forecasts and the impact of COVID-19
  • The performance of the online channel versus offline
  • Major trends in the market including rapid delivery, ambient retailing, supply chain disruption, and inflation
Assess developments within this sector to help your business thrive in 2022 and beyond.
by GlobalData
Enter your details here to receive your free Report.

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