Flowers Foods Inc. has entered into a definitive agreement to acquire Simple Mills for $795 million in cash, according to a press release. The addition of Simple Mills “expands Flowers' exposure to better-for-you and attractive snacking segments and enhances the company’s growth and margin prospects.”

Simple Mills is a natural brand offering better-for-you crackers, cookies, snack bars and baking mixes. “Simple Mills products are available nationwide across more than 30,000 natural and conventional stores. … Simple Mills is estimated to have generated 2024 net sales of $240 million, representing 14% growth compared to the prior year,” said Flowers Foods.

“We are incredibly excited to welcome the Simple Mills team to Flowers,” said Ryals McMullian, chairman and CEO of Flowers Foods. “With leading market positions and abundant white space for future growth, Simple Mills perfectly fits our strategy of adding compelling brands in better-for-you segments that complement and diversify our existing portfolio. Equally important, the brand’s mission aligns with Flowers’ values centered on honesty and integrity, respect and inclusion, and sustainability.”

Katlin Smith, founder and CEO of Simple Mills, commented, “With Flowers’ resources, we will be well positioned to broaden distribution, accelerate innovation and amplify brand awareness, while advancing our mission. Flowers has a strong track record of fostering growth in its acquired companies while stewarding and protecting their brand promise.”

At the 2024 NACS Show in Las Vegas, Flower Bakeries ‘Wonder Sweet Snacks’ was featured in the Cool New Products room and was one of the top finalists from the space. The Cool New Products Preview Room is where attendees get an inside look at the latest product launches and newest trends in the industry.