- 3 days ago
- 2 min read
Bel Group is strengthening its position in the better-for-you snacking category through the acquisition of Ingenuity Foods and its Brainiac and Little Brainiac brands.
The move adds a fast-growing functional snack platform to Bel’s North American portfolio, which already includes category-leading brands such as Babybel, GoGo squeeZ, Boursin and The Laughing Cow.
Brainiac, known for snacks formulated with Omega-3s and nutrients designed to support brain health and development, has experienced triple-digit value net sales growth over the past year. The acquisition aligns closely with Bel’s strategy to expand its portfolio of portion-sized, real-ingredient snacks targeting children and families.
Peter McGuinness, CEO of Bel North America, said: “This move gives us more scale, product choices and breadth across our portfolio and truly is a 1 + 1 = 3 opportunity for us and Ingenuity. By bringing Brainiac brands into our family of brands, we’re not just adding more products; we’re unlocking a new era of growth, innovation, and social impact.”
The acquisition further strengthens Bel’s presence in the fruit snack category, particularly among younger consumers. Brainiac’s portfolio includes smoothies, juice squeezers, fruit snacks and baby and toddler products positioned around functional nutrition.
Bel said the acquisition complements broader market trends, including rising demand for functional foods, evolving dietary guidance and the impact of GLP-1-related eating habits on consumer purchasing behaviour.
Mark Brooks, CEO and co-founder of Ingenuity Foods, said: “We are excited to join forces with Bel and bring Brainiac to even more families in more places."
The acquisition also signals continued investment in U.S. manufacturing for Bel, following the company’s recent production expansion in South Dakota. Bel operates facilities across Idaho, Michigan, Wisconsin and South Dakota, with North American offices in Chicago and New York City.
