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Back to Nature snags SnackWell’s

BY Ryan Chavis

GREENWICH, Conn. — Back to Nature Foods Company on Monday announced that it has acquired SnackWell’s, a cookie and snack business, from Mondelez Global. The terms and conditions of the deal were not disclosed.

"We look forward to owning the SnackWell’s brand and integrating it into our Back to Nature organization," Vincent Fantegrossi, president and CEO of Back to Nature, said. "Its healthy attributes, loyal consumer base and strong distribution make SnackWell’s a very complementary product line offering to our Back to Nature products. SnackWell’s is an iconic brand, and we are excited about the potential that this acquisition brings to our company. SnackWell’s significantly increases our scale in the important cookie and cracker categories." 

SnackWell’s was launched by Nabisco in 1992 and offers consumers a healthier snacking alternative. Its products include Creme Sandwich Cookies, Devil’s Food Cakes and Fudge Pretzels in portion-control sizes. SnackWell’s products have enjoyed a wide distribution in the United States through leading retailers. 

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Skimpy Mixers now available at select Walmart locations

BY Ryan Chavis

DALLAS — Skimpy Mixers, a new drink mixer, will be available Dec. 26 to Jan. 2 at select Walmart locations across the nation as part of a limited-time only promotional launch. The mixers are made with real fruit juices and are low in sugar content and calories. The product will officially launch in February.

The company’s founders first came up with the idea while attending a friend’s Bachelorette pool party. They loved the drinks that were being served and were surprised that they couldn’t taste the alcohol content. 

“When we tried to see how we could get more of the drink that was served it was not available and nothing like it was on the market,” Skimpy Mixers VP Krista LaMothe said. The founders soon learned that the beverages they were enjoying contained around 800 calories — a number they planned to avoid if they were to recreate the drink.

Skimpy Mixers are sweetened with real fruit juice concentrate so consumers get a more robust taste. “They are ‘lower in calorie,’ but they aren’t so low that they lack flavor. I drink regular soda and am not a diet cola drinker, so I wanted to make sure that our flavors taste like the real deal,” president and co-founder Megan Toole said.

The mixers come in five flavors: orange, berry lemonade, pineapple, Skimpy Margarita and Sweet ‘N’ Sour.  Consumers can spot the Skimpy Mixers on store shelves thanks to their black-and-white Zebra-print bottle sleeves, according to the company. 



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Owner of Godiva to buy DeMet’s Candy

BY Ryan Chavis

GREENWICH, Conn. — Brynwood Partners V on Friday announced that it is selling its investment in DeMet’s Candy Company for $221 million to Yildiz Holdings A.S., the owner of Godiva, a chocolate brand. The transaction is expected to close in January 2014. 



DeMet’s Candy is a U.S. manufacturer and marketer of premium chocolates under the Turtles, Treasures and Flipz brands. DeMet’s employs 200 people and operates two manufacturing facilities in the United States. Peter Wilson, the company’s CEO, will be joining Brynwood Partners after the closing. The rest of the DeMet’s Candy’s management team will remain with the company.

“We are delighted to announce the divestiture of DeMet’s Candy," Hendrik J. Hartong III, chairman of DeMet’s Candy and senior managing partner at Brynwood Partners, said. "This investment highlights Brynwood Partners’ unique operational capabilities in the private equity sector. We originally formed DeMet’s Candy in 2007 to acquire the Turtles brand in the United States from Nestlé USA and combined it with the Flipz brand, which we had acquired from Nestlé USA in 2004. After forming DeMet’s Candy, we quickly hired a management team, with whom we have worked collaboratively to create significant shareholder value. We are grateful to DeMet’s Candy’s management team and all of the hard working employees in the manufacturing plants for their tireless efforts under our ownership. We wish Yildiz success with this outstanding company."

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