Another PepsiCo Acquisition = New Account to Pitch
Steve’s breakdown: Health Warrior is the brand and they make plant-based nutrition bars. It’s not a mind blowing move but you know how PepsiCo works. They buy a company, try to launch a boatload of new products behind the brand and spend giant dollars marketing the whole mess.
The good new is they haven’t decided on the ad agency to do the work.
PURCHASE, NY & RICHMOND, VA: PepsiCo, Inc. has acquired Health Warrior, Inc., the maker of plant-based nutrition bars and other products. Financial terms of the transaction were not disclosed.
“We’re thrilled to welcome the innovative Health Warrior brand to the PepsiCo family,” said Albert P. Carey, chief executive officer of PepsiCo North America. “We continue to position ourselves at the forefront of changing consumer preferences and trends. This acquisition helps us increase our presence in the nutrition bar category, which is an attractive growth space.”
Founded in 2011 by three college athletes and friends, Health Warrior’s flagship product is a chia seed-based snack bar. The company has since followed with pumpkin seed-based bars, superfoods protein powder featuring probiotics, and protein mug muffins made with sorghum flour and fava bean protein. All of the products are gluten-free.
“We’re fired up to join PepsiCo and continue to put nutritious options within reach of significantly more people,” said Shane Emmett, co-founder and c.e.o. “With a shared mission to help create healthy relationships between people and food, PepsiCo is the ideal partner to bring our nutrient-dense, plant-forward offerings to even more consumers and considerably accelerate Health Warrior’s growth. This is the whole reason we started the company.”
Mr. Emmett will continue to lead the business from its current headquarters in Richmond, Va. This is PepsiCo’s first investment as part of The PepsiCo Hive, a newly-created entity focused on emerging brands.
“This will enable us to continue building the Health Warrior brand at a deliberate and sustainable pace and to leverage its entrepreneurial expertise and talent to benefit our broader portfolio,” said Seth Kaufman, president of PepsiCo North America Nutrition, who oversees The HIVE. “Health Warrior is a nutrition-forward trailblazer that can provide great insight into high value categories and consumers while benefitting from our expertise and resources to bring plant-based nutrition to more people.”