Sports and active nutrition brand portfolio 1440 Foods has acquired FITCRUNCH, a protein bar brand from chef Robert Irvine and Union Capital Associates and its founders.
The financial details of the deal were not revealed.
Patrick Cornacchiulo, CEO of FITCRUNCH, will take on the role of CEO at 1440 Foods.
FITCRUNCH was founded in 2012 by Bakery Barn and Irvine. The nutrition brand offers a range of high-protein snacks, including bars, wafers, and powders.
It caters to fitness enthusiasts and everyday consumers seeking to improve their diets.
FITCRUNCH’s signature protein bars feature a layered design and deliver up to 30g of protein per serving.
The brand also offers a variety of snacks and supplements tailored for fitness enthusiasts, athletes, and health-conscious consumers.
Cornacchiulo said: “FITCRUNCH has cemented its position as a leading active nutrition brand through strong performance across retail channels in a highly fragmented and growing market.
“We are thrilled to join the 1440 Foods platform and to bring together two talented teams with deep experience in the nutrition category, retail, branding, and manufacturing.
“FITCRUNCH and 1440 products enjoy industry-leading loyalty, and combining our portfolios and innovation capabilities will help reach more consumers on more occasions and in more channels.”
The acquisition will complement 1440 Foods’ portfolio, which includes Pure Protein, MET-Rx, and Body Fortress.
1440 Foods said that these brands have seen significant growth across retail channels since 4×4 Capital acquired the business in 2021.
1440 Foods board of directors chairman and 4×4 Capital co-founder Alex Medicis said: “1440’s vision is built on four pillars: strong brands, a complete product portfolio, deep retailer relationships and efficient operations.
“FITCRUNCH brings additional strength in all these areas to help shape the future of ‘better for you’ snacking and meal replacement.
“Active nutrition is one of the fastest growing categories within grocery as more people look for flavourful and functional nutrition, whether in the gym, at home, or on the go.
“We look forward to working with Patrick and the team to further our mission of helping consumers in their search for a healthier lifestyle.”
In June 2024, 1440 Foods introduced its new All in One Protein Powder, under its protein bar brand Pure Protein, which is a part of its sports and active nutrition portfolio.
