The release notes that the two brands have “virtually no overlap”: Ancient Harvest produces quinoa, pasta, hot cereal, polenta, and other plant-based, gluten-free protein products; Pamela’s produces gluten-free baking mixes, baking ingredients, pasta meals, cookies, and graham crackers.
Related: PepsiCo to Acquire BFY Brands New Seasons, New Leaf to Merge with Good Food Holdings Ancient GrainsThe brands will continue to be marketed under their own respective brands, in order to maintain name recognition and reputation.
Pamela Giusto-Sorrells, President and Founder of Pamela’s Products, said in the release: “I launched Pamela’s Products in 1988 to provide great-tasting gluten-free products for people with special dietary needs. The gluten-free space has exploded over the years, and the company has grown accordingly. Joining forces with Ancient Harvest ensures that our commitment to delivering the best tasting gluten-free foods will continue with a company that has the same values and dedication to quality that have put us on the map.” Giusto-Sorrells will be stepping away from day-to-day operations.
John Becker, CEO of Ancient Harvest, added: “The saying that there’s strength in numbers applies directly to this transaction. Marrying two established gluten-free brands will give us more traction with retailers, more critical mass with suppliers, more operational and marketing efficiencies, and more knowhow in working with gluten-free ingredients for product innovation. All of these factors will benefit the growing number of consumers who need or prefer gluten-free options.”
The transaction closed on December 31, 2019. Financial details were not disclosed.