Wellness Natural Inc., a new natural foods company based in Toronto, has acquired SimplyProtein, a snacking brand owned by Simply Good Foods USA Inc.
The purchase price was not disclosed.
“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," says Michael Lines, CEO, Wellness Natural, Inc.
"With many of our products plant-based, SimplyProtein fills an essential consumer need, as it checks off all the boxes. With optimal protein, high fiber, 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. I'm also excited to chair an outstanding board of directors including John Lederer, Joe Mimran, Joe Jackman, Nicholas Reichenbach, and Steve Spooner."