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1440 Foods has boosted its portfolio of sports and active nutrition brands with the acquisition of protein bar brand FitCrunch from Union Capital Associates.

As part of the deal, FitCrunch’s chief executive officer Patrick Cornacchiulo will become CEO of 1440 Foods.

Founded in 2012 by active nutrition manufacturer Bakery Bark and chef Robert Irvine, FitCrunch’s assortment of high-protein snacks, including bars, wafers and powders, caters to fitness enthusiasts and everyday consumers looking to enhance their diets.

1440 expects FitCrunch to complement its portfolio, which includes Pure Protein, MET-Rx and Body Fortress. 1440’s brands have continued to experience growth across retail channels since 4x4 Capital acquired the business in 2021.

CEO Patrick Cornacchiulo said: “FitCrunch has cemented its position as a leading active nutrition brand through strong performance across retail channels in a highly fragmented and growing market. We are thrilled to join the 1440 Foods platform and to bring together two talented teams with deep experience in nutrition, retail, branding and manufacturing. FitCrunch and 1440 products enjoy industry-leading loyalty, and combining our portfolios and innovation capabilities will help reach more consumers on more occasions and in more channels. I look forward to leading the company through its next chapter of growth.”

FitCrunch co-founder Robert Irvine commented: “I couldn’t be more thrilled about this next chapter for FitCrunch. Since entering the market in 2013, this brand has always been about creating delicious, high-quality nutrition that people can trust, and I’m excited to continue building on that mission with our new partners. Together, we’re poised to bring FitCrunch to even more people who want great-tasting options that fuel their best lives.”

Alex Medicis, 4x4 Capital co-founder and chairman of the 1440 Foods board, added: “1440’s vision is built on four pillars: strong brands, a complete product portfolio, deep retailer relationships and efficient operations. FitCrunch brings additional strength in all these areas to help shape the future of ‘better for you’ snacking and meal replacement. Active nutrition is one of the fastest growing categories within grocery as more people look for flavourful and functional nutrition – whether in the gym, at home or on the go. We look forward to working with Patrick and the team to further our mission of helping consumers in their search for a healthier lifestyle.”

Financial terms of the private transaction were not disclosed.

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