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Hometown Food Company Acquires Birch Benders

Hometown Food logo Tom Polke

Last updated on January 10th, 2023 at 05:24 pm

Chicago-based Hometown Food Co. has completed the acquisition of Birch Benders from Sovos Brands. The terms of the transaction were not disclosed.

Founded in 2011, Colorado-based Birch Benders’ offers a portfolio of keto, paleo and organic options that are sold at grocery and mass retailers, as well as through e-commerce channels. It products include pancake and waffle mixes, toaster waffles, pancake and baking cups, baking mixes and frostings, cookies and syrups.

Hometown Food Co. is home to baking brands including Pillsbury Baking, Funfetti, Hungry Jack, Arrowhead Mills, White Lily, Jim Dandy, Martha White and De Wafelbakkers.

“We are thrilled to announce the acquisition of Birch Benders into Hometown Food Co.,” said Henk Hartong, chairman and CEO of Brynwood Partners.

“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.”

Tom Polke, president and CEO of Hometown Food Co., said, “The Birch Benders acquisition is a wonderful addition to Hometown Food Co.’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 includes Harvest Hill Beverage Co., Carolina Beverage Group, Hometown Food Co., Buitoni Food Co. and Great Kitchens Food Co. Birch Benders increases the total Brynwood platform to more than $2.3 billion in annual sales.

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