CANADA – Wellness Natural, Inc., a newly formed natural foods company headquartered in Toronto, Canada announced its acquisition of SimplyProtein, a nutritional snacking brand previously owned by Simply Good Foods USA, Inc.
Since its establishment in 2002 in health foods stores, SimplyProtein has grown to become available in more than 50 retailers across Canada and the US.
With a variety of products marketed in Canada and a separate group of products in the US, SimplyProtein’s line of nutritional and low-sugar snacks include an assortment of bars, cookies, chips and crunchy bites, for both adults and children.
Its range offers plant-based protein and nut-free options and are high in fibre, gluten free and Non-GMO Project Verified.
The brand is poised to expand under the leadership of CEO Michael Lines, who led the brand in Canada prior to creating Wellness Natural, Inc.
“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,” said Michael Lines, CEO of Wellness Natural.
“With many of our products plant-based, SimplyProtein fills an essential consumer need, as it checks off all the boxes. With optimal protein, high fibre, low in calories and sugar with clean ingredients – it’s what consumers are looking for – while also being incredibly satisfying and delicious which is paramount. I’m eager to continue to grow the brand and excited for what the future holds for SimplyProtein,” he added.
According to a report by Fortune Business, the global healthy snacks market size was valued at US$78.13 billion in 2019 and is projected to reach US$108.11 billion by 2027, exhibiting a CAGR of 4.2% during the forecast period.
Last year, Simply Good Foods, the owner of Atkins-branded food products, secured a deal to acquire protein snack maker Quest Nutrition for US$1 billion.
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