French dairy giant Bel Group has acquired the Brainiac brand of fruit snacks and vitamins, company officials announced last week.
The owner of the Babybel and Laughing Cow cheese brands said that the addition of Ingenuity Foods’ Brainiac and Little Brainiac lines would complement its GoGo Squeez brand of fruit and vegetable snack blends, as well as reinforce its ambitions in the U.S. market.
Company officials said that Brainiac’s snacks offer “great taste and functional nutrition” and are “backed by nutritionists and doctors” — and noted that the brands’ value net sales grew by “triple digits in the last year.”
Ingenuity will continue to operate under its current leadership, officials said. Financial terms of the deal were not disclosed.
“By bringing Brainiac brands into our family of brands, we’re not just adding more products; we’re unlocking a new era of growth, innovation and social impact,” Bel North America CEO Peter McGuinness said in the announcement. “This acquisition gives us the opportunity to accelerate our momentum as the leader in portion-sized fruit, veggie, and dairy snacks that adults trust and kids love.”
