Whole Earth Brands acquires Wholesome Sweeteners in $180m deal Whole Earth Brands (parent company to Equal and Pure Via sweetener brands) has entered a definitive agreement to acquire Wholesome Sweeteners, the No. 1 organic sweetener brand by share in the organic and natural channel.
The initial purchase price for the transaction is $180m in cash and is expected to close in Q1 2021.
Built on a mission of supporting farmers,
Wholesome holds a 76% share of the organic granulated sugar segment in the organic and natural channel in North America, according to SPINS retail sales data. Retail sales for Wholesome and its portfolio of organic, plant-based, and fair-trade sweeteners – which includes sugar, honey, agave nectar, allulose, and other liquid sweetener products – have grown 52% over the 52-week period ending Nov. 1, 2020.