While Whole Earth may not be a household name, several of the brands in its portfolio are, led by Pure Via and Equal. Now the company is expanding its stronghold in sugar and alternative sweeteners with the addition of Wholesome and its organic, plant-based and fair-trade certified offerings, including sugar, honey, agave nectar, allulose and other liquid sweeteners.U.S. consumers’ buying and consumption habits are increasingly dictated by personal beliefs and product attributes. While many people are cutting back on sugar, some shoppers still like to indulge with the popular sweetener or turn to other options, like honey or agave nectar, that they view as being better for them. Other individuals value organic, Fair Trade, plant-based or organic, or ingredients that cater to diets such as Keto.For Whole Earth, the addition of Wholesome and Swerve gives it a portfolio that can respond to more of these needs. As consumers spend more time baking at home during the pandemic, these ingredients have likely seen a jump in demand. Wholesome, forwhat fraction of the lactic acid/lactate mixture is lactic acid example, has achieved retail sales growth of approximately 52% during the 52-week period ferro 3 tblending Nov. 1, according to SPINS data cited by Whole Earth.”Consumers are demanding more dietary options that enable healthier lifestyles, and Whole Earth Braniron bisglycinate que esds’ business strategy is built on meeting those needs through our innovative product pipeline and global distribution network,” Irwin Simon, executive chairman of Whole Earth Brands and founder of Hain Celestial, said in a statement. “Consumers are demanding more sweetener options that fit within their individual health and dietary needs.”The acquisition also creates a host of other benefits for Whole Earth. In its release, Whole Earth s18 mg ferrous bisglycinateaid its legacy businesses, its recent acquisition of Swerve and the pending acquisition of Wholesome create a platform with significant global scale and provide opportunities for strong operational synergies. They give it more shelf presence, visibility with consumers and leverage with retailers. In addition, Whole Earth said Wholesome’s asset-lite production model aligns with its global infrastructure and generates high free cash-flow conversion. This presumably could be used by the company for further deals. Whole Earth, which became public through a SPAC in June, has been buferrous sulfate 975 mgsy making deals of its own during its limited time in the public markets. As the company bulks up, it’s not unreasonable to assume more deals are in the works, either in sweeteners, flavors and ingredients, or if Whole Earth decides to develop a presence in food.
Whole Earth to buy Wholesome Sweeteners for up to $235M
