LesserEvil has made a first-ever move to bolster its operations. The snack brand has acquired a majority stake in Portland, Maine-based R.E.D.D. Bar, opening up the opportunity to enter an all-new category.
“Given LesserEvil’s focus on functional snacking, the bar category is the next natural progression for the brand,” said Charles Coristine, Chief Executive Officer of LesserEvil. “Like LesserEvil, R.E.D.D. prioritizes high-quality, clean ingredients with health benefits. R.E.D.D.'s proven track record for making delicious, functional bars and its strong retailer relationships, coupled with LesserEvil’s expertise in operations and expanded production capabilities, will allow us to combine our resources in a way that enables us to grow faster and smarter together.”
LesserEvil will be taking over the production for R.E.D.D. at LesserEvil’s Danbury, Connecticut, facility beginning this summer. LesserEvil will integrate the bars into its broader portfolio of snacks. The R.E.D.D. team members will also be welcomed to the company.
“R.E.D.D.’s Founder, Alden Blease, will be a particularly great addition when it comes to innovating new ingredients and form factors.” continued Coristine.
R.E.D.D. has built a growing business on its five-SKU line of plant-protein based bars, according to a press release.
“We’re excited to work together with LesserEvil to create plant-powered, gut-friendly energy bars that meet the better-for-you standards that both of our brands are known for,” said Dan Nordstrom, R.E.D.D. Board Chair. “LesserEvil has been a leader in natural snacking for years, and with the brand’s excellent operations and strong relationships in the space, we knew it would be the perfect home for R.E.D.D.”
As LesserEvil takes on this monumental step in its evolution, Deli Market News will keep an eye on this sector as well as the rest of specialty, deli, and dairy.