US-based 1440 Foods, a company holding a collection of sports and active nutrition brands, has acquired the protein bar brand Fitcrunch for an undisclosed sum.
Founded in 2012 by Bakery Barn and celebrity chef Robert Irvine, Fitcrunch is known for its high-protein snacks catering to active lifestyles.
The brand offers snacks that are claimed to have up to 30g of protein per serving.
Its products, which include a variety of snacks, bars, wafers, powders, and supplements, are tailored for “fitness enthusiasts, athletes, and health-conscious consumers.”
Patrick Cornacchiulo, the current CEO of Fitcrunch, will take over as CEO of 1440 Foods following the acquisition.
Cornacchiulo said: “Fitcrunch has cemented its position as a leading active nutrition brand through strong performance across retail channels in a highly fragmented and growing market.
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“We are thrilled to join the 1440 Foods platform and to bring together two talented teams with deep experience in the nutrition category, retail, branding, and manufacturing. Fitcrunch and 1440 products enjoy industry-leading loyalty, and combining our portfolios and innovation capabilities will help reach more consumers on more occasions and in more channels. I look forward to leading the company through its next chapter of growth.”
1440 described the acquisition as a “highly complementary addition” to its existing brand portfolio, which comprises Pure Protein, MET-Rx, and Body Fortress.
The company, which was acquired by 4×4 Capital in 2021, has its presence online and in retail outlets nationwide, including Amazon, Wal-Mart, Target, Kroger, Meijer, Walgreens, and CVS..
4×4 Capital co-founder and 1440 Foods board of directors chairman Alex Medicis said: “1440’s vision is built on four pillars: strong brands, a complete product portfolio, deep retailer relationships and efficient operations.
“Fitcrunch brings additional strength in all these areas to help shape the future of ‘better for you’ snacking and meal replacement. Active nutrition is one of the fastest growing categories within grocery as more people look for flavourful and functional nutrition – whether in the gym, at home, or on the go.”
In May this year, 1440 announced plans to open a new manufacturing facility to meet the “increasing demand for healthy snacks.”
The company also secured investment from Bain Capital in December last year, with the private-equity firm acquiring a substantial stake in the company alongside 4×4 Capital.
