US-based 1440 Foods, known for its diverse portfolio of sports and active nutrition brands, has acquired the protein bar brand Fitcrunch. The financial details of the acquisition remain undisclosed.
Fitcrunch, established in 2012 by Bakery Barn and celebrity chef Robert Irvine, is recognized for its high-protein snacks designed for active lifestyles. The brand markets snacks containing up to 30 grams of protein per serving. Its extensive product line includes various snacks, bars, wafers, powders, and supplements aimed at fitness enthusiasts, athletes, and health-conscious consumers.
Following the acquisition, Patrick Cornacchiulo, the current CEO of Fitcrunch, will assume the role of CEO at 1440 Foods. Cornacchiulo expressed enthusiasm about the merger, stating, “Fitcrunch has cemented its position as a leading active nutrition brand through strong performance across retail channels in a highly fragmented and growing market.”
The acquisition has been described by 1440 as a “highly complementary addition” to its existing brand portfolio, which includes Pure Protein, MET-Rx, and Body Fortress. This strategic move enhances 1440 Foods’ presence within the food and beverage industry trends, particularly in the growing demand for healthy snacks.
Alex Medicis, co-founder of 4×4 Capital and chairman of the board for 1440 Foods, emphasized the company’s vision, stating, “1440’s vision is built on four pillars: strong brands, a complete product portfolio, deep retailer relationships, and efficient operations.” Medicis added that “Fitcrunch brings additional strength in all these areas to help shape the future of ‘better for you’ snacking and meal replacement.” The active nutrition segment is rapidly expanding, driven by consumer preferences for flavorful and functional nutrition—whether in the gym, at home, or on the go.
In May, 1440 Foods announced plans to open a new manufacturing facility to cater to the rising demand for healthy snacks. Additionally, the company secured significant investment from Bain Capital last December, which acquired a substantial stake along with 4×4 Capital.
This acquisition positions 1440 Foods to leverage emerging food and drink consumer trends, reinforcing its commitment to enhancing its product offerings and market share in the food and drink business. The combination of the talented teams from Fitcrunch and 1440 Foods aims to broaden consumer outreach and improve innovation capabilities, ultimately driving growth in this competitive industry.
