Mondelez International (East Hanover, NJ) has announced the acquisition of Enjoy Life Foods (Schiller Park, IL), a private U.S. snacking company and the market-leading brand in the fast-growing “free from” segment. The company offers more than 40 products, including cookies, chocolate, snack bars, and savory snacks that are allergy friendly and gluten free. Enjoy Life’s products are free from the eight most common allergens—wheat, dairy, peanuts, tree nuts, egg, soy, fish and shellfish—which together account for about 90 percent of all food allergies.
“As we focus on continuing to drive growth in snacking, the acquisition of Enjoy Life Foods is a great strategic fit for us,” said Mark Clouse, chief growth officer at Mondelez International. “The Enjoy Life brand expands our portfolio into faster growing, on-trend, ‘better-for-you’ areas and provides an excellent platform to make these delicious offerings available to consumers with ‘free-from’ needs or simply looking for healthy-lifestyle options, both in the United States and beyond.”
The $12 billion “free-from” market in the United States is large and growing at strong double-digit rates, driven by an increasing incidence of food allergies and food intolerances as well as consumers adopting “free from” as a healthy-lifestyle option.
“We’re thrilled! As we combine our great brand, market leadership and passion for our consumers with the global resources, scale and marketing expertise of Mondelez International, I’m confident this relationship will enable us to reach even greater heights,” said Scott Mandell, CEO and founder of Enjoy Life Foods.
Mandell and other members of the Enjoy Life leadership team will continue to lead the company. Mondelez International will operate Enjoy Life Foods as a separate, wholly owned subsidiary to continue to nurture its entrepreneurial spirit, but will provide back-office support and access to its global resources.