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Hillshire Brands To Acquire Van’s Natural Foods For $165M

Hillshire Brands

The Hillshire Brands Co. has signed a definitive agreement to acquire Van’s Natural Foods from private equity firm Catterton Partners for $165 million.

Van’s is a “better-for-you food” brand specializing in frozen breakfast and snack foods. Hillshire says Van’s is expected to have net revenues of approximately $60 million in calendar year 2014. The transaction is expected to close in May, pending regulatory clearance.

“The Van’s brand is a terrific addition to our portfolio,” said Sean Connolly, president and CEO of The Hillshire Brands Co. “Not only does it expand our presence in the frozen category, it also gives us a proven health and wellness brand with extendability beyond frozen.”

Van’s Natural Foods will become part of Hillshire Brands’ Retail segment, pairing with brands such as Jimmy Dean, Hillshire Farm and Ball Park. Van’s Natural Foods’ management will continue to lead the business.

“As a leader in branded foods, including breakfast products, Hillshire Brands is an ideal strategic partner for Van’s,” said Eric Kufel, CEO of Van’s Natural Foods. “Our positioning in the large and growing wellness consumer lifestyle segment is a perfect complement to Hillshire Brands’ product portfolio. We are pleased to have worked with Catterton, which helped drive our significant growth and market expansion into multiple new categories. I am truly excited to be joining with Hillshire and beginning the next phase of Van’s growth journey.”

Van’s Natural Foods is based in Phoenix. Its frozen breakfast and snack foods are available at grocery stores, mass merchandise stores and natural food retailers nationwide.

“We are proud of the brand and distinctive market positioning that we and the Van’s management team have created over the past few years,” said Marc Magliacano, a partner at Catterton. “This transaction is a win for all parties involved and we are confident and excited that under Hillshire’s ownership Van’s will continue to experience significant growth and capitalize on new opportunities.”

About the author


Kristen Cloud

A former newspaper editor and publisher, she once enjoyed leisurely perusing the grocery store aisles but, since having a baby in 2016, she is now an enthusiastic click-and-collect shopper.

Learn how independent grocers of all sizes can gain control over their conversation with their shoppers and personalize their shopper engagement by making data actionable as they reduce advertising costs and increase conversions.

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