Corporate Profiles - 2024 - 16

GRAIN-BASED FOODS
brands: Cinnamon Toast Crunch, Lucky Charms and Reese's Puffs.
Meanwhile, WK Kellogg expects a lift from cereal partnerships with
cookie franchise Crumbl (Kellogg's Crumbl Chocolatey Chip Cereal)
and Netflix for its popular " Wednesday " streaming TV series (Kellogg's
Wednesday Cookies & Creme Cereal).
THE COOKIE CAROUSEL
To the consumer, the cookie category may not look all that different
today than it did in the fall of 2023. But a peek behind the curtain
shows a category full of change.
In the 52 weeks ended July 14, dollar sales in the cookie category
totaled $13.36 billion, up 2.2% from the same period a year ago, according
to Circana. Unit sales, on the other hand, were down by 0.2%.
The Ferrero Group, which saw gains in dollar and unit sales in the
most recent 52-week period, acquired Nonni's Foods LLC from private
equity firm Vestar Capital Partners on July 24. Founded in 1988, Nonni's
Bakery specializes in chocolate biscotti and Cantuccini-type cookies
such as THINaddictives thin almond crisps, Nonni's Bites biscottini and
Snackers almond cookie crisps. Ferrero said it expects the acquisition to
boost its presence in North America and further its growth in the global
sweet-packed food market.
J&J Snack Foods Corp., the Pennsauken, NJ-based company primarily
known for its SuperPretzel, Icee and dippin' dots products, took a major
step into the cookie category with its acquisition of Thinsters from The
Hain Celestial Group, Inc. on April 9. Launched in 2014, Thinsters are
thin, bite-size cookies made with clean ingredients.
" This acquisition is a natural fit for us, complementing our already vast
offering of cookies and baked goods, " said Dan Fachner, president and
chief executive officer of J&J Snack Foods. " Thinsters' dedication to using
high-quality, wholesome ingredients resonates perfectly with our growing
customer base. We look forward to leveraging our strengths to expand
distribution and introduce Thinsters cookies to a wider audience. "
Similarly, some baking manufacturers are acquiring cookie producers
to add more allergen-free foods to their portfolios. For example,
Richmond, Calif.-based baking manufacturer Rubicon Bakers acquired
cookie maker Lucky Spoon Bakery on May 8 to expand into products
meeting specific dietary preferences and requirements.
Another transaction in the specialty cookie segment took place in midMay
when private label company Commercial Bakeries Corp. acquired
gluten-free cookie producer Sandusky, Ohio-based Imagine Baking, Inc.
Some baking manufacturers, such as Orrville, Ohio-based J.M.
Smucker Co., reportedly are considering selling their cookie divisions.
In July, Reuters said J.M. Smucker had engaged Goldman Sachs to determine
interest in the cookie and wafer business and whether the food
company should put Voortman bakery up for sale.
CRAFTING A WINNING CRACKER
While a steady flow of transactions in the cookie category transpired
16 \ October 2024
over the past year it was one gigantic announcement in mid-August that
set the stage for what could be an interesting turn for the cracker category.
On Aug. 14, Mars Inc. said it would acquire Kellanova for $35.9
LEADING
cookie vendors
1 Mondelez International, Inc.
2 McKee Foods Corp.
3 Pepperidge Farm, Inc.
4 Keebler
5 General Mills, Inc.
6 Tate's Bake Shop, Inc.
7 Voortman Cookies Ltd.
8 Ferrero USA, Inc.
9 Bimbo Bakeries USA, Inc.
Private label
Total
LEADING
cookie brands
Dollar sales
1 Nabisco
2 Little Debbie
3 Pepperidge Farm
4 belVita
5 Keebler
6 Tate's Bake Shop
7 Voortman
8 Nature Valley
9 Ferrero
Private label
Total
LEADING
all other crackers vendors
Dollar sales
1 Kellanova
2 Mondelez International, Inc.
3 Pepperidge Farm, Inc.
4 Stacy's Pita Chip Co.
5 Simple Mills
6 Crunchmaster and TH Foods, Inc.
7 Blue Diamond Growers
8 Milton's Baking Co.
9 Firehook
Private label
Total
$2,057,618,040
$2,008,156,244
$1,450,909,421
$288,247,843
$160,953,871
$128,276,523
$81,063,118
$78,207,478
$46,146,887
$678,138,442
$7,610,217,303
% change
from
year ago
1.5%
0.3%
0.8%
0.5%
28.4%
5.9%
-12.6%
5.9%
13.2%
10.3%
2.5%
Data for 52 weeks ended July 14, 2024
Total US - Multi-outlet with C-Store (Supermarkets, Drugstores and Mass Market Retailers,
Gas/C-Stores, Military Commissaries and Select Club & Dollar Retail Chains)
Source: Circana OmniMarket Total Store View
$4,055,889,047
$846,936,492
$613,697,754
$542,440,999
$387,084,418
$212,384,020
$194,090,556
$154,208,006
$127,761,249
$2,833,720,824
$13,364,759,642
% change
from
year ago
2.1%
1.6%
-0.1%
-0.5%
-3.4%
2.6%
-0.8%
24.6%
213.7%
4.4%
2.2%
% change
from
Dollar sales
$4,618,187,440
$848,012,530
$613,697,754
$387,084,418
$233,783,507
$223,892,839
$194,090,556
$155,443,193
$136,755,678
$2,833,720,824
$13,364,759,642
year ago
1.9%
1.6%
-0.1%
-3.4%
-2.1%
4.3%
-0.8%
130.0%
5.5%
4.4%
2.2%
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Corporate Profiles
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Corporate Profiles - 2024

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