Second Nature Brands, a leading US snacks and treats company, has recently appointed Adam Butler as its new CEO.
Butler, a former executive at Kraft Heinz, will assume his position at the CapVest Partners-backed company in August, succeeding Vic Mehren. Since 2019, he has been at the helm of the Kar’s Nuts trail mix brand.
In his most recent role, Butler led Insignia International, previously known as Flagship Food Group, where he facilitated M&A activities involving notable assets such as La Tortilla Factory and Young Guns.
Upon his appointment, Butler commented: “Second Nature Brands has a strong portfolio, a talented team, and a clear vision for the future. I look forward to building on the strong foundation Vic has laid and working with the great team to realize the company’s ambitious growth plans.”
Mehren has been instrumental in transforming Second Nature Brands from a $190 million business into a “snacking leader with a modern portfolio of brands, expanded operational scale, and a strengthened foundation for growth.”
Supported by CapVest since 2022, the company’s current sales are approximately $500 million.
Last year, Second Nature Brands made a significant acquisition of the Voortman cookies brand, purchasing it from JMSmucker for $305 million, including a factory and 300 employees.
At the time, Voortman cookies’ sales were estimated at $65 million.
Additionally, the Michigan-based Second Nature Brands acquired Sahale Snacks from Smucker the previous year for $24 million. Moreover, in 2022, the company snapped up Brownie Brittle.
Reflecting on their achievements, Mehren stated: “We’ve built something truly special – an incredible team, a values-driven culture, and a business that’s positioned to keep winning. I’m proud of what we’ve achieved together and confident that now is the right time to pass the baton.” He believes Butler is the right leader to guide SNB into its next chapter and is eager to support him during the transition.
This transition process will take place throughout the remainder of July.
Butler brings over 17 years of experience from Kraft Heinz, including a tenure before the merger of Kraft Foods and HJ Heinz in 2015. He previously served as president of Kraft Heinz’s Canadian operations and also held an equivalent position in the US snacks and drinks business.
