1440 Foods Acquires FitCrunch, Adding to Active Nutrition Portfolio
The protein bar brand deal—which places CEO Patrick Cornacchiulo at the helm of 1440 Foods—is part of a larger trend in the “better-for-you” food and beverage industry this year
1440 Foods has acquired the protein bar brand FitCrunch, adding to its sports and active nutrition brand portfolio which includes Pure Protein, MET-Rx, and Body Fortress. FitCrunch CEO Patrick Cornacchiulo will now lead 1440.
The financial terms of the deal weren’t disclosed.
The protein bar brand, founded in 2012 by Bakery Barn and celebrity chef Robert Irvine, includes powders, baked bars, and wafer bars. 4×4 Capital acquired the business in 2021.
“FitCrunch has cemented its position as a leading active nutrition brand through strong performance across retail channels in a highly fragmented and growing market,” Cornacchiulo said. “We are thrilled to join the 1440 Foods platform and to bring together two talented teams with deep experience in the nutrition category, retail, branding, and manufacturing. FitCrunch and 1440 products enjoy industry-leading loyalty, and combining our portfolios and innovation capabilities will help reach more consumers on more occasions and in more channels. I look forward to leading the company through its next chapter of growth.”
Irvine noted that he’s thrilled for FitCrunch’s next chapter.
“Since entering the market in 2013, this brand has always been about creating delicious, high-quality nutrition that people can trust, and I’m excited to continue building on that mission with our new partners,” he said. “Together, we’re poised to bring FitCrunch to even more people who want great-tasting options that fuel their best lives.”
Alex Medicis, 4×4 Capital co-founder and chairman of the 1440 Foods board of directors, stated that FitCrunch is helping share the future of ‘better for you’ options.
“Active nutrition is one of the fastest growing categories within grocery as more people look for flavorful and functional nutrition – whether in the gym, at home, or on the go,” Medicis said. “We look forward to working with Patrick and the team to further our mission of helping consumers in their search for a healthier lifestyle.”
This year, several “better-for-you” brands have attracted attention from companies looking to enhance their portfolios to meet the growing consumer demand for healthier options across food and beverages.
PepsiCo recently acquired Mexican-American brand Siete Foods, known for its grain-free products, for $1.2 billion. Simply Good Foods also completed its acquisition of Only What You Need (OWYN), a plant-based ready-to-drink protein shake brand, for $280 million this year. Additionally, Nutrabolt, the maker of C4 energy drinks, purchased a 20% stake in superfoods brand Bloom Nutrition. Most recently, Keurig Dr Pepper has entered into a definitive agreement to acquire Ghost Lifestyle and Ghost Beverages LLC, a sports nutrition brand loved by Gen Z.
