Mondelez International, Inc. announced the official acquisition of allergen-free food company Enjoy Life Foods.
With the increase in food sensitivities and awareness intolerance, the “free from” food market in the U.S. alone is up to $12 billion. This latest purchase allows Mondelez to integrate itself into that market.
"As we focus on continuing to drive growth in snacking, the acquisition of Enjoy Life Foods is a great strategic fit for us," Mark Clouse, Chief Growth Officer at Mondelez International, said in a press release. "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."
Founded in 2001, Enjoy Life Foods now has more than 40 allergy-friendly foods and snacks that it is excited to marry with the Mondelez International name.
"We're thrilled!” Scott Mandell, CEO and Founder of Enjoy Life Foods, said in the release. “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.”
Enjoy Life will continue to be lead by members of both teams. Mondelez International will provide access to global resources as well as back office support, but will operate Enjoy Life Foods as a separate, wholly owned subsidiary in order to nurture its “entrepreneurial spirit.”