Hometown Food Company adds Birch Benders to portfolio

Hometown Food Company, which is home to a portfolio of American baking brands controlled by Brynwood Partners VIII, has completed the acquisition of Birch Benders, which will serve to meet rising demand for the better-for-food category.

First founded in 2011, Birch Benders was originally a producer of pancakes, which expanded to encompass a range of bakery products including pancake and waffle mixes, toaster waffles, baking mixes and frostings, cookies and syrups. The company also offers a portfolio of keto, paleo and organic options that are sold at grocery, mass retailers and through the e-commerce channel nationwide in the US.

Hometown Food Company is currently home to baking brands including Pillsbury Baking, Funfetti, Hungry Jack, Arowhead Mills, De Wafelbakkers and more. The acquisition will best serve its Arrowhead Mills brand, as a producer of flours, cereals and pancake mixes.

“We are thrilled to announce the acquisition of Birch Benders into Hometown Food Company. Birch Benders was a pioneer in the health and wellness space and natural baking channel and we are excited to further our commitment to the pancake and baking mix categories,” said Henk Hartong, Chairman and CEO of Brynwood Partners. “This acquisition is complementary to our existing brand in the space, Arrowhead Mills, and reinforces our commitment to and industry position in the better-for-you category.”

“The Birch Benders acquisition is a wonderful addition to Hometown Food Company’s portfolio of brands and it increases our footprint in the better-for-you, breakfast and baking categories,” added Tom Polke, President and CEO of Hometown Food Company. “We are truly delighted to have the opportunity to support Birch Benders in its next phase of growth.”

Brynwood Partners, who owns Hometown Food Company, also owns Harvest Hill Beverage Company, Carolina Beverage Group, Buitoni Food Company and the Great Kitchens Food Company. The acquisition of Birch Benders increases the Brynwood platform to more than US$2.3 billion in annual sales.

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Media contact

Caitlin Gittins
Editor, International Bakery
Tel: +44 (0) 1622 823 920
Email: editor@in-bakery.com

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