A proposed acquisition announced late last month would see a pair of leading zero-calorie sweetener brands combined under one owner.
Heartland Food Products Group, which owns the Splenda brand as well as the SlimFast and Java House labels, reached a deal to acquire the Americas business of Whole Earth Brands Inc., the owner of zero-calorie counterpart Equal along with sweetener brands Whole Earth, Swerve and Chuker.
Heartland officials said that the deal would make it “the global leader in sugar reduction, low- and no-calorie sweeteners, and better-for-you” solutions.
"Equal is one of the most iconic brands in the history of the sweetener category, while Whole Earth has established a strong position in plant-based and natural sweetener solutions,” Heartland Chairman and CEO Ted Gelov said in the announcement. “Together with Splenda, these brands create an unparalleled platform to lead the future of sugar reduction and wellness-focused innovation."
Terms of the deal, including a potential closing date, were not disclosed.
