US baking brand Hometown Food acquires Birch Benders from Sovos Brands

Hometown Food, an arm of Brynwood Partners VIII L.P., has acquired Birch Benders from Sovos Brands, in a move to strengthen its better-for-you food offerings.

The terms of the transaction were not disclosed.

With the acquisition of Birch Benders, Brynwood platform has increased its annual sales to more than $2.3 billion.

Founded in 2011, Birch Benders offers a portfolio of keto, paleo, and organic options through grocery and retailers, as well as through the e-commerce channel in the US.

Its portfolio also includes Birch Benders pancake and waffle mixes, pancake and baking cups, toaster waffles, cookies and syrups, and baking mixes and frostings.

Henk Hartong — Brynwood Partners Chairman and CEO said: “We are thrilled to announce the acquisition of Birch Benders into Hometown Food Company.

“Birch Benders was a pioneer in the health and wellness space and natural baking channel and we are excited to further our commitment to the pancake and baking mix categories.

“This acquisition is complementary to our existing brand in the space, Arrowhead Mills, and reinforces our commitment to and industry position in the better-for-you category.”

Brynwood Partners-backed Hometown Food acquires Birch Benders from Sovos Brands. Logo courtesy of PRNewsFoto/Brynwood Partners VI L.P.

The brands of Hometown Food include Pillsbury Baking, Funfetti, Arrowhead Mills, Hungry Jack, Jim Dandy, White Lily, De Wafelbakkers, and Martha White.

Tom Polke — Hometown Food President and CEO said: “The Birch Benders acquisition is a wonderful addition to Hometown Food Company’s portfolio of brands and it increases our footprint in the better-for-you, breakfast and baking categories.

“We are truly delighted to have the opportunity to support Birch Benders in its next phase of growth.”

Brynwood Partners’ portfolio consists of Harvest Hill Beverage Company, Hometown Food Company, Buitoni Food Company, Great Kitchens Food Company, and Carolina Beverage Group.

Hometown Food, which was established by Brynwood Partners in 2018 to purchase a portfolio of brands from J.M. Smucker, manufactures a huge pie of its portfolio of products at its 650,000 square foot plant in Toledo, Ohio.