Mondelez sells stake in SnackWell’s brand

SHARE Mondelez sells stake in SnackWell’s brand

Mondelez has sold the SnackWell’s cookies and snacks business to the private-equity firm Brynwood Partners.

SnackWell’s was originally launched by Nabisco Inc. in 1992 as a line of reduced-fat and fat-free cookies and crackers.

Deerfield-based Mondelez International, created in 2012 when Kraft Foods spun off its snack business, owns brands such as Cadbury, Nabisco, Tang powdered beverages and Trident gum.

Terms of the SnackWell’s deal were not disclosed. Brynwood will add SnackWell’s to its Back to Nature unit.

“We look forward to owning the SnackWell’s brand and integrating it into our Back to Nature organization,” said Vincent Fantegrossi, president and CEO of Back to Nature, said in a news release. “SnackWell’s is an iconic brand and we are excited about the potential that this acquisition brings to our company. SnackWell’s significantly increases our scale in the important cookie and cracker categories.”

h/t: online.wsj.com

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