$200M Oxnard food company acquired by Kraft-Heinz

Mark Sisson, New York Times bestselling author, media personality, ex-endurance athlete (5th place USA Marathon Championship, 4th place Hawaii Ironman finish) founded Primal Kitchen in 2015

(Oxnard, Ca) Oxnard based Primal Nutrition, LLC, makers of Primal Kitchen branded products, has been acquired by The Kraft Heinz Company (NASDAQ: KHC) (“Kraft Heinz”) for approximately $200 million. The company’s headquarters will remain in Oxnard. The company announced on January 4, 2019 that the transaction was complete.

Primal Kitchen is expected to generate approximately $50 million in net sales this year

Founded in 2015, the paleo diet based company grew at neck breaking speeds in just 3 years. The brand holds leading positions in both e-commerce and natural channels.

Mark Sisson and Morgan Buehler, the company’s founders, began the company to primarily focus on Condiments, Sauces and Dressings including Mayonnaise, Salad Dressings and Avocado Oil, with growing product lines in Healthy Snacks and other categories.

Primal Kitchen will join Kraft Heinz under Springboard, which is Kraft Heinz’s dynamic platform created to partner with founders and brands that will disrupt the food industry. The combination of Primal Kitchen and Springboard will help to realize Mark Sisson’s vision to change the way the world eats.

Primal Kitchen will leverage Kraft Heinz’s assets and infrastructure, while still operating as an autonomous company. Primal Kitchen will continue to be led by its current leadership team.

“The proposed partnership with Primal Kitchen is consistent with Kraft Heinz’s vision to be the best food company, growing a better world. The Primal Kitchen team has built an amazing portfolio of the world’s best-tasting, health-enhancing, real-food pantry staples,” said Paulo Basilio, U.S. Zone President for Kraft Heinz. “Primal Kitchen is an authentic, premium and growing brand that fits perfectly with our core Condiments & Sauces categories, and we are excited to partner with the Company’s strong existing team to drive growth across multiple categories going forward.”

“My mission has always been to change the way the world eats,” said Mark Sisson, Co-Founder of Primal Kitchen. “With that goal in mind, Primal Kitchen launched in 2015 to offer health-conscious consumers the best possible choices in Condiments, Sauces, Dressings and Healthy Snacks. While our growth to date has exceeded all industry standards and expectations, our partnership with an industry leader like Kraft Heinz now offers an unrivaled opportunity to reach millions more of the consumers who have been seeking products like ours for years. Based on the significant time I’ve spent with the Kraft Heinz team, we share a common vision regarding the future of food and the importance of consumer choices. I look forward to working with them to grow this amazing brand.”

Detailed terms of the agreement were not disclosed.

Who is Mark Sisson?

Mark Sisson is a New York Times bestselling author, media personality, ex-endurance athlete (5th place USA Marathon Championship, 4th place Hawaii Ironman finish) founded Primal Kitchen in 2015. He has been educating the world on nutrition and the benefits of high-quality fats and protein for the last decade via his blog, MarksDailyApple.com. Mark set out to create the world’s best-tasting, real-food pantry staples.

What is different about Primal Kitchen?

Primal Kitchen delivers on its promise to create uncompromisingly delicious products that are free of dairy, gluten, grains, and soy, and emphasize beneficial fats and high-quality proteins. Primal Kitchen is the maker of the number one selling Condiment, Mayo made with Avocado Oil, and number one selling Salad Dressing, Ranch Dressing, in natural grocery.

Doesn’t Heinz just make Ketchup?

The Kraft Heinz Company (NASDAQ: KHC) is the fifth-largest food and beverage company in the world. A global producer of foods, The company’s iconic brands include Kraft, Heinz, ABC, Capri Sun, Classico, Jell-O, Kool-Aid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, Plasmon, Quero, Smart Ones and Velveeta.

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