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Kraft Heinz to buy paleo dressings and snacks brand Primal Kitchen in $200m deal

US-based food multinational Kraft Heinz Company is to acquire Primal Nutrition, maker of Primal Kitchen branded products, in a deal worth US$200 million.

Founded by Mark Sisson and Morgan Buehler, Primal Kitchen offers a 32-product-strong range of dressings, sauces and snacks with a distinct better-for-you positioning (including several organic lines).

The brand holds leading positions in both e-commerce and natural channels, and is expected to generate approximately $50 million in net sales this year.

Primal Kitchen will join Kraft Heinz under Springboard, which is Kraft Heinz’s recently launched incubator programme.

Primal Kitchen will be able to draw on Kraft Heinz’s assets and infrastructure, while still operating as an autonomous company. Primal Kitchen will continue to be led by its current leadership team. Its headquarters will remain in Oxnard, California.

“The proposed partnership with Primal Kitchen is consistent with Kraft Heinz’s vision to be the best food company, growing a better world. The Primal Kitchen team has built an amazing portfolio of the world’s best-tasting, health-enhancing, real-food pantry staples,” said Paulo Basilio, US Zone president for Kraft Heinz. “Primal Kitchen is an authentic, premium and growing brand that fits perfectly with our core condiments and sauces categories, and we are excited to partner with the company’s strong existing team to drive growth across multiple categories going forward.”

Mark Sisson, co-founder of Primal Kitchen said: “My mission has always been to change the way the world eats. With that goal in mind, Primal Kitchen launched in 2015 to offer health-conscious consumers the best possible choices in Condiments, Sauces, Dressings and Healthy Snacks. While our growth to date has exceeded all industry standards and expectations, our partnership with an industry leader like Kraft Heinz now offers an unrivalled opportunity to reach millions more of the consumers who have been seeking products like ours for years. Based on the significant time I’ve spent with the Kraft Heinz team, we share a common vision regarding the future of food and the importance of consumer choices. I look forward to working with them to grow this amazing brand.”

The transaction is subject to customary closing conditions and is expected to be completed in early 2019. Terms of the agreement were not disclosed.

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About the Author

Jim Manson

Writer & Editor
Jim Manson is editor-in-chief of Diversified Communications UK‘s natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, and World Bank Urban Age

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