DANBURY, Conn. — LesserEvil, a better-for-you snack brand, revealed that it has acquired Portland, Maine-based R.E.D.D. Bar, a company that produces plant-based products.
“Given LesserEvil’s focus on functional snacking, the bar category is the next natural progression for the brand,” said Charles Coristine, CEO of LesserEvil. “Like LesserEvil, R.E.D.D. prioritizes high-quality, clean ingredients with health benefits. R.E.D.D.'s proven track record for making delicious, functional bars and its strong retailer relationships, coupled with LesserEvil’s expertise in operations and expanded production capabilities, will allow us to combine our resources in a way that enables us to grow faster and smarter together.”
R.E.D.D. was founded in 2010 and has a five-SKU line of plant protein-based bars.
This is the first acquisition for LesserEvil, and it will result in the brand integrating R.E.D.D.’s bars into its portfolio of snacks. There will be subtle updates to the current R.E.D.D. line’s taste, ingredients, texture and packaging, LesserEvil said.
LesserEvil’s Danbury, Conn., facility will take over production for R.E.D.D. this summer. The R.E.D.D. team will be incorporated into LesserEvil.
“R.E.D.D.’s founder, Alden Blease, will be a particularly great addition when it comes to innovating new ingredients and form factors,” said Coristine.
Danbury, Conn.-based LesserEvil was founded in 2004 with the mission to create natural, healthier snack food than many other snack foods on the market. The company recently expanded with the launch of its Clean Oil Crew campaign, its new sustainable Sun Poppers, and transcended snack categories with its PeaNOTs. LesserEvil’s portfolio of products also includes Organic Popcorn, Grain-Free Organic Puffs, Grain-Free Egg White Curls, Keto Certified Mini Cookies and Veggie Sticks lines.
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