The formation of Second Nature Brands, a new company platform housing leading snacks and treats brands Kar’s Nuts, Second Nature Snacks and Sanders Chocolates, was announced this week. It is based in Madison Heights, MI.
The brands were previously operated as Kar’s Nuts, which merged with Morley Candy Makers LLC (Sanders) in 2018 – both iconic names recognized by consumers and widely sold in convenience channels.
“Over more than 140 years, our heritage brands – Kar’s Nuts, Second Nature Snacks and Sanders Chocolates – have built a strong reputation for making snacks and treats that people love,” said SNB chief executive Victor Mehren.
“These businesses have grown significantly over the last several years,”Mehren added, “and we see many opportunities for expanding our new platform both through brand innovation, strategic investments and acquisitions. Under the Second Nature Brands umbrella, our market-leading brands are positioned for accelerated growth.”
In 2021, SNB said it will bring to market more than 25 new better-for-you products from its Second Nature Snacks and Sanders Chocolates brands in partnership with retailers and through the brands’ direct-to-consumer eCommerce channels.
The new snacks and treats, which have been designed to meet the ever-growing consumer trend for nutritionally conscious snacking and permissible indulgence, will include Second Nature Smart Mixes, Sanders Organic Dairy-free Sea Salt Caramels and Sanders Sea Salt Caramel Thins. Kar’s Nuts will also introduce its new Kar’s Snack Max line, a savory, flavor-forward better snack mix.
In addition, SNB has begun construction of a new Innovation Center that will feature a recipe development lab and consumer testing facility. The center, located in Sanders Chocolates Clinton Township, Michigan facility, will allow Second Nature Brands to engage consumers and collaborate with customer partners to develop new products that fulfill emerging market needs.
Also, SNB has appointed Edmond Sanctis as its new chairman of the board of directors. Sanctis brings more than 20 years of experience in high-growth businesses and culinary innovations. He was the cofounder and chief executive of Sahale Snacks Inc., a company that was acquired by J.M. Smucker Co. in 2014. He is currently a partner at Reason Venture Partners.
