Bel buys “brain health” brand Brainiac

Bel Group has acquired Ingenuity Foods’ Brainiac and Little Brainiac brands, US products said to "support encephalon health".

California-based Ingenuity Foods markets products "backed by nutritionists and doctors to enactment encephalon wellness and improvement and wide brain, gut, and immune health", the French radical said successful a connection announcing the woody yesterday (6 May).

Asked for further item connected however the products enactment encephalon health, Paloma Lopez, the main sustainability and communications serviceman of Bel's North America division, directed Just Food to the Brainiac website and said: "Evidence of Brainiac Brands’ halfway assertion of 'Supports Brain Health' for omega-3s and choline has been agelong established.

"Ingenuity Foods’ Science and Nutrition Advisory board, made up of neurologists, paediatricians and nutritionists, arsenic good arsenic the academics that performed the foundational probe connected the nutrients, person confirmed that Brainiac snacks are fortified with efficacious levels of each nutrient, providing the functional payment that supports encephalon health."

The deal, struck for an undisclosed sum, includes inventories but nary factories nor offices. Brainiac products are made successful the US and Canada.

Ingenuity Foods "reports triple-digit yearly maturation successful syndicated retail sales", Lopez said. "Other fiscal information is not disclosed."

In a statement, Peter McGuinness, the erstwhile Impossible Foods main who became CEO of Bel's concern successful North America successful February, said: “This acquisition gives america the accidental to accelerate our momentum arsenic the person successful portion-sized fruit, veggie, and dairy snacks that adults spot and kids love.”

In March, Bel announced a $200m concern to treble yearly output astatine its South Dakota mill to 20,000 tonnes. The US is Bel’s largest market, contributing astir one-third of its revenue.

Bel North America’s portfolio includes Babybel, alongside food brands specified arsenic The Laughing Cow and Boursin. Its US scope besides includes fruit-based snacks including Pom’Potes and GoGo squeeZ.

Bel said Ingenuity’s absorption squad volition stay successful spot to proceed overseeing operations.

Ingenuity Foods CEO and co-founder Mark Brooks added: “Bel’s dedication to nutrition, innovation, and purpose-driven brands is the cleanable acceptable for our vision.”

In a abstracted development, US "brain wellness nutrition" marque Mosh has raised $13m successful Series A backing circular led by Main Street Advisors.

Mosh, which co-founded by Maria Shriver and Patrick Schwarzenegger, said it volition usage the superior to enactment its moves to grow successful the US market channel, including an upcoming motorboat astatine Target.