Heartland to acquire Whole Earth Brands’ Americas business

Heartland Food Products Group has agreed to get the Americas concern of Whole Earth Brands.

Financial presumption of the transaction were not disclosed.

In a statement, Heartland said the acquisition “further strengthens” its presumption portion broadening its offering crossed tabletop and earthy sweeteners, arsenic good arsenic the foodservice, beverage, retail and business-to-business channels.

Carmel, Indiana-headquartered Heartland produces the Splenda marque of low-calorie sweeteners, arsenic good arsenic portion mixes, java and nutritional beverages.

With the Whole Earth Brands woody successful the Americas, it adds what it described arsenic the “most recognised brands successful the sweetener category”.

These see the Equal, Whole Earth, Swerve and Chuker sweetener brands crossed North America and Latin America.

In the statement, Ted Gelov, Heartland Food Products Group president and CEO, said the acquisition is “another transformative milestone for Heartland and further advances our ngo to assistance radical unrecorded happier, healthier, and longer lives by making it easier to trim sugar”.

He added: “Equal is 1 of the astir iconic brands successful the past of the sweetener category, portion Whole Earth has established a beardown presumption successful plant-based and earthy sweetener solutions.

“Together with Splenda, these brands make an unparalleled level to pb the aboriginal of sweetener simplification and wellness-focused innovation.”

Just Food has asked Whole Earth Brands to remark connected the transaction.

Heartland said the combined concern volition usage its manufacturing network, R&D and formulation capabilities, and its organisation level to enactment maturation crossed the user and foodservice markets.

The institution besides said the transaction “enhances” its home manufacturing basal and supports concern successful constituent proviso chains and sweetener technologies, including US-grown stevia.

It said it plans to proceed expanding the company's earthy and plant-based sweetener offerings nether the Whole Earth and Splenda brands, portion besides supporting maturation of Equal successful the Americas.

Heartland has been gathering retired its health-and-wellness portfolio successful caller years.

Since acquiring the Splenda marque successful 2015, the institution has expanded into categories including plant-based sweeteners, creamers, nutritional beverages, liquid enhancers and coffee.

Last September, Heartland besides bought the North America rights to the SlimFast marque from Ireland's Glanbia, extending its beingness beyond sweeteners into weight-management products.

"Heartland to get Whole Earth Brands’ Americas business" was primitively created and published by Just Food, a GlobalData owned brand.