Mondelēz International has acquired Hu Master Holdings, the parent company of Hu Products, maker of clean-label chocolate and grain-free crackers.

Hu, which comes from the phrase “Get Back to Human,” is a purpose-led lifestyle brand with a devoted fan base. Founded in 2012 as a family business by Jason H. Karp and siblings Jordan Brown and Jessica (Brown) Karp, Hu began as Hu Kitchen in New York City, a high-end restaurant and market focused on food with simple, real ingredients.