Hormel Foods acquires Justin's
The nut butter-based snack brand will help Hormel reach younger, on-the-go, health-conscious consumers.
Hormel Foods Corp. announced that it has entered into a definitive agreement to acquire Justin's, owner of the Justin's brand and a pioneer in nut butter-based snacking.
Established in 2004, Justin's markets four successful nut butter-based snack lines — spreads, squeeze packs, peanut butter cups, and snack packs. It supports the on-the-go lifestyle and was the first brand to market nut butters in single-serve squeeze packs. The nut butters are also crafted in a unique grinding process that creates its exceptional texture and flavor.
“I am pleased to welcome Justin’s into the Hormel Foods family,” says James Snee, president and coo at Hormel Foods. “We are excited to work together with the Justin’s team to bring these great products to even more consumers, leveraging key Hormel Foods resources to drive continued innovation and growth to this on-trend category.”
Justin's will continue to operate out of its office in Boulder, Colo. as a subsidiary of Hormel's Grocery Products segment.
The brand's nut butter snacks align perfectly with Hormel's goal of complementing existing brands with new offerings that resonate with younger, on-the-go, and more health-conscious consumers, says Jeffrey Ettinger, chairman of the board and ceo, Hormel Foods.
“I look forward to working with the Hormel Foods team, a company that shares our passion for innovation, quality and creating the best possible consumer experience,” says Justin Gold, founder of Justin’s. “My goal has always been to build something truly special and Hormel Foods is the right partner to make this an enduring and far-reaching brand.”