In a move that’s got everyone talking, Flowers Foods, the powerhouse behind Nature’s Own and Dave’s Killer Bread, has announced a $795 million acquisition of Simple Mills. Known for its clean-label crackers, cookies, and baking mixes, Simple Mills is a darling in the better-for-you snack world. This exciting partnership will see Flowers expand its portfolio into the thriving health-conscious market while keeping Simple Mills’ commitment to wholesome ingredients and sustainability intact.
A match made in snacking heaven
Flowers Foods is no stranger to baking up big ideas. As one of the largest U.S. producers of packaged bakery foods, their lineup already includes iconic brands like Wonder, Tastykake, and Canyon Bakehouse. But this acquisition marks a strategic step into a fast-growing market: better-for-you snacks.
Meanwhile, Simple Mills, founded in 2012, has been shaking up the snack aisle with its innovative products. Think almond-flour crackers, organic baking mixes, and soft-baked cookies that don’t just taste amazing—they also align with today’s clean-eating trends. The brand brought in a jaw-dropping $240 million in sales last year, reflecting a 14% growth rate that any business would envy.
Cracking the snack code
This acquisition isn’t just about dollars—it’s about meeting the growing demand for healthier, high-quality snack options. Consumers today want snacks that are as good for the planet as they are for their taste buds, and Simple Mills delivers on both fronts.
Flowers Foods’ acquisition of Simple Mills is a recipe for success on multiple fronts. With Flowers’ extensive distribution network, Simple Mills products are set to reach more shelves across the nation, making it easier than ever for consumers to snack smarter. The partnership also supercharges innovation, enabling Simple Mills to expand its product line and introduce even more delicious, clean-label options. Additionally, Simple Mills’ dedication to sustainability will help shape Flowers Foods’ broader environmental goals, creating a positive impact that benefits both consumers and the planet.
Munching numbers
Let’s break it down:
- Acquisition Price: $795 million (yes, that’s a lot of crackers and cookies!)
- Annual Revenue: Simple Mills brought in $240 million last year.
- Market Growth: Simple Mills is growing at a double-digit rate—14% in 2023 alone.
This deal isn’t just a leap for Flowers; it’s also a nod to the booming better-for-you snack category, which is expected to grow exponentially in the coming years.
Shared values, big opportunities
The snacking world is shifting, and Flowers Foods’ latest move underscores the rising popularity of health-conscious, clean-label products. “
“With leading market positions and abundant white space for future growth, Simple Mills perfectly fits our strategy of adding compelling brands in better-for-you segments that complement and diversify our existing portfolio. Equally important, the brand’s mission aligns with Flowers’ values centered on honesty and integrity, respect and inclusion, and sustainability. Katlin and the Simple Mills team have built a remarkable business, and we look forward to collaborating with them to generate continued growth while preserving the brand’s integrity and staying true to its unmatched quality and taste.” Ryals McMullian, chairman and CEO of Flowers Foods.
For Simple Mills, joining forces with Flowers means gaining the muscle to compete with big names in the health food space while staying true to its roots. And for Flowers, it’s a chance to modernize its portfolio and attract a new generation of shoppers.
Big bucks, better snacks
With this partnership, expect Simple Mills to innovate even faster—think new flavors, more sustainable packaging, and expanded availability across retailers. Flowers Foods’ experience in scaling household names will undoubtedly help Simple Mills reach its full potential.
The deal also positions Flowers Foods to capture the growing market share of health-conscious consumers, who are hungry for snacks made with fewer ingredients and more purpose.
The recipe for success
Flowers Foods and Simple Mills are baking up something big—together. This acquisition is a testament to the power of better-for-you products and a shared vision for delicious, sustainable snacks.
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