Hometown Foods completes purchase of Birch Benders

Hometown Foods, home to a portfolio of American baking brands controlled by Brynwood Partners, has completed the acquisition of Birch Benders from Sovos Brands for an undisclosed sum.

Founded in 2011, Birch Benders manufactures pancake and waffle mixes, toaster waffles, baking mixes, syrups and more. The company also offers keto, paleo and organic options that are sold at grocery and mass retailers, as well as through the ecommerce channel, nationally. Sovos Brands acquired the producer of better-for-you pancake and waffle mixes in 2020.

Hometown Foods’ portfolio includes baking brands such as Pillsbury Baking, Funfetti, Hungry Jack, Arrowhead Mills, White Lily, Jim Dandy, Martha White and De Wafelbakkers.

Henk Hartong, chairman and CEO of Brynwood Partners, said: “We are thrilled to announce the acquisition of Birch Benders into Hometown Food Company. Birch Benders was a pioneer in the health and wellness space and natural baking channel, and we are excited to further our commitment to the pancake and baking mix categories.”

He continued: “This acquisition is complementary to our existing brand in the space, Arrowhead Mills, and reinforces our commitment to and industry position in the better-for-you category”.

Tom Polke, president and CEO of Hometown Foods, said that the acquisition is a “wonderful addition to Hometown Food Company’s portfolio of brands. We are truly delighted to have the opportunity to support Birch Benders in its next phase of growth.”

Birch Benders is reported to increase the total Brynwood platform to more than $2.3 billion in annual sales. 

The terms of the transaction were not disclosed.