Brekki, the California-based producer of ready-to-eat overnight oats, has been acquired by the executive team of Cedar’s Foods.
Founded in 2017 by beverage industry veteran and former professional athlete Greg Peyser, Brekki offers a line of six overnight oats made from plant-based ingredients: original, vanilla cinnamon, blueberry, coconut cacao, strawberry and coconut cardamom.
Brekki said the deal marks the beginning of a series of upcoming momentum-building milestones for the brand. It is currently finalising a partnership that will give it a “significant national presence” in the US.
“When we started Brekki, our mission was simple: deliver a nutritionally balanced product that tastes great and is made of simple, plant-based ingredients,” said Peyser.
“Our team will be able to tap the Cedar’s Foods executive team’s vast experience and expertise to ultimately get oats out of the pantry and put Brekki in more households. Collectively, we can take Brekki to a new level and make it a product that can satisfy consumers from breakfast to lunch to dinner to anytime in between.”
Following the acquisition, the brand will continue to operate as a separate venture. However, the manufacturing and co-packing of its products will take place at the Cedar’s Foods’ production facilities in Haverhill, Massachusetts. Peyser will stay on as the brand’s director of sales.
“Brekki is a superior product,” said Chris Gaudette, CFO, Cedar’s Foods. “Our executive team is here to lend our expertise in the CPG space to help propel the Brekki brand from a distribution and marketing standpoint.
“We’re looking forward to the opportunity to partner and help take Brekki to a new level and make it as much a part of the breakfast tradition as orange juice.”
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