Mondelez enters 'free-from' market with Enjoy Life Foods acquisition
Allergy-friendly brand part of a $12 billion and growing segment.
Mondelez Int’l is acquiring Enjoy Life Foods, a private U.S. snacking company that focuses on creating "free-from" snacks.
The brand, which has more than 40 allergy-friendly and gluten-free snacks, will bring Mondelez into the $12 billion and growing "free-from" market in the U.S.
Driven by increasing food allergies, food intolerances and consumers adopting "free-from" as a healthy lifestyle option, the market is growing at double-digit rates.
The acquisition is a great strategic fit, says Mark Clouse, chief growth officer at Mondelez.
"The Enjoy Life brand expands our portfolio into faster growing, on-trend, 'better-for-you' areas and provides an excellent platform to make these delicious offerings available to consumers with 'free-from' needs or simply looking for healthy-lifestyle options, both in the United States and beyond," he says.
Enjoy Life's products are all free from the eight most common allergens: wheat, dairy, peanuts, tree nuts, egg, soy, fish and shellfish. Together, these allergens make up almost 90 percent of all food allergies.
"Enjoy Life offers an excellent brand promise that's trusted by their loyal and engaged consumers," Clouse says. "We're excited about the extraordinary potential of this business and the entrepreneurial team leading it. We have a great opportunity to share our expertise, learn from their experience and work to accelerate Enjoy Life's growth in this exciting consumer space."
Mondelez will operate Enjoy Life as a separate, wholly owned subsidiary, providing back-office support and access to its global resource. Meanwhile, Scott Mandell, the founder and ceo of Enjoy Life, will continue to lead the company with his existing team.
"We're thrilled! As we combine our great brand, market leadership and passion for our consumers with the global resources, scale and marketing expertise of Mondelez International, I'm confident this relationship will enable us to reach even greater heights," says Mandell.