In addition to the new organizational structure, the company is also launching more than 25 new products in 2021, constructing a new innovation center and adding new board members.
"We are investing over 50 percent of our resources towards innovation, new product development and production infrastructure, which will significantly increase our capacity in the coming years,” said Victor Mehren, CEO. “Even as we expect our core product lines to continue to grow, we are investing heavily in exciting new products and formulations, which we expect to account for a significant amount of revenues in the coming years."
The company's new better-for-you product launches will include Second Nature Smart Mixes, Sanders Organic Dairy-free Sea Salt Caramels and Sanders Sea Salt Caramel Thins.
Kar's Nuts will also introduce its new Kar's Snack Max line, a savory, flavor-forward snack mix.
In addition, Second Nature Brands has begun construction of a new innovation center that will feature a recipe development lab and consumer testing facility.
The center, located in Sanders Chocolates' Clinton Township, Michigan facility, will allow Second Nature Brands to engage consumers and collaborate with customer partners to develop new products that fulfill emerging market needs.
Second Nature Brands has also appointed Edmond Sanctis as its new chairman of the board of directors. Sanctis brings more than 20 years of experience in high-growth businesses and culinary innovations. He was the co-founder, CEO and chairman of Sahale Snacks, Inc., a company that was acquired by The J.M. Smucker Company in August 2014.
Sanctis is currently a partner at Reason Venture Partners.
"We see tremendous opportunity to expand the Second Nature Brand's platform and accelerate the growth of our brands," Sanctis said. "This company is perfectly positioned at the intersection of snacks and treats, a fast-growing market segment that increasingly reflects the nutritional and lifestyle choices of today's consumers. We see a significant opportunity to bring innovative products to serve this growing market."
To better meet the company's fast-growing demand for its products online, Second Nature Brands has added Keira Krausz, the chief marketing officer of HPOne, to its Board of Directors.
Krausz will support the company's digital growth initiatives. Previously, Krausz was CMO and EVP of Nutrisystem, Inc.
In 2021, Second Nature Brands will also launch several community programs and environmental initiatives focused on replenishing natural resources.
Based in the greater Detroit area, Second Nature Brands employs more than 350 people and operates two production facilities in the region.
"Over more than 140 years, our heritage brands – Kar's Nuts, Second Nature Snacks, and Sanders Chocolates – have built a strong reputation for making snacks and treats that people love," Mehren said. "These businesses have grown significantly over the last several years, and we see many opportunities for expanding our new platform both through brand innovation, strategic investments and acquisitions. Under the Second Nature Brands umbrella, our market-leading brands are positioned for accelerated growth."