On 7 November 2024, KP Snacks announced its acquisition of Whole Earth Foods, an organic nut butter spread company, as part of its strategy to expand its portfolio with healthier snacking options.
Acquired by KP Snacks, the Whole Earth Foods brand integrates into a portfolio already known for popular snack offerings such as Butterkist and Hula Hoops. This strategic expansion aligns with KP Snacks’ commitment to providing a wider selection of nutritious food choices. The brand, formerly under Ecotone’s ownership for 22 years, has gained recognition for its high-quality, organic nut butters and soft drinks, and has established a presence in numerous European markets including Germany, the Netherlands, and France.
Mark Thorpe, CEO of KP Snacks, highlighted that joining forces with a brand famous for its dedication to nutritious food complements their existing line of iconic snacks. He stated, “Whole Earth Foods is a fantastic addition to our business, expanding our selection of delicious, healthier products.”
Ecotone CEO Christophe Barnouin remarked on the sale as a testament to Whole Earth’s growth and promise under their stewardship, transitioning from a UK start-up to a significant brand within Europe. He expressed confidence that under KP Snacks’ stewardship, Whole Earth Foods will continue to pursue further investments and growth.
Earlier this year, KP Snacks reported an impressive increase in profits, reaching nearly £100 million in 2023, despite facing a cyber attack. This acquisition could potentially bolster the company’s financial performance further, reflecting its capability to adapt and expand even in challenging circumstances.
The acquisition of Whole Earth Foods by KP Snacks marks a significant step in enhancing its range of healthier snack options, reflecting a strategic vision towards sustainable growth and diversity in the snacking sector.
