Packaged bakery foods producer Flowers Foods has completed the previously announced acquisition of Simple Mills for $795m in cash.
Simple Mills is a natural brand known for better-for-you crackers, cookies, snack bars, and baking mixes.
The company has focused on centre-aisle grocery categories to supply crackers, cookies, and baking mixes in the natural channel. Its products are made with simple, nutrient-dense ingredients, such as nuts, seeds, and vegetable flours.
It is also a major natural cracker brand in multi-outlet channel (MULO), with distribution in over 30,000 stores nationwide.
This acquisition, announced last month, expands Flowers Foods’ product offerings in the growing natural foods market.
Simple Mills has become an independent subsidiary of Flowers Foods. It will be led by Katlin Smith and her team, with operations in Chicago, Illinois, and Mill Valley, California.
Flowers Foods chairman and CEO Ryals McMullian said: “The addition of Simple Mills to our brand portfolio increases our presence in better-for-you and attractive snacking segments, diversifies our category exposure, and enhances our growth and margin prospects.
“We look forward to supporting the Simple Mills team as they embark on a new phase of growth by broadening distribution, accelerating innovation, and amplifying brand awareness, while advancing their mission.”
The acquisition of Simple Mills brings key benefits to Flowers Foods. It boosts growth potential by adding a better-for-you snacking platform, led by an experienced management team, with ample room for expansion.
This deal allows Flowers Foods to grow through expanded distribution, innovation, and entry into new market segments.
Flowers Foods, headquartered in Thomasville, Georgia, is a US-based producer of bakery foods.
With 2024 net sales of $5.1bn, the company operates bakeries nationwide, offering a wide range of products. Its brands include Nature’s Own, Dave’s Killer Bread, Wonder, Canyon Bakehouse, and Tastykake.
