Founded in Tacoma, WA in 1911 Mars
has constantly evolved to maintain customer relevance driving top-line sales
and bottom-line profits. Steven Johnson
Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes that the agreement to acquire Kevin's Natural Foods, a high-growth,
nutritious meal company will be a key driver in elevating customer relevance for
Mars.
In
case you did not know, Kevin's makes chef-inspired sous-vide meals, sides and
sauces using whole foods and simple ingredients. The meal solution's mission is
to meet the needs of today's busy consumers by helping them eat healthier food
within minutes, without sacrificing on bold world flavors.
So,
co-founded by Dan Costa, Kelsie Costa-Olson and Kevin McCray, Kevin's Natural
Foods was born out of McCray's desire to be healthier himself, as well as to
help other people eat well. Since its foundation in 2019, the company has
experienced double-digit growth and is now available across 17,000-plus retail
locations. That growth rate shows the strength within the grocerant niche and
consumers increasing desire for nontraditional meal solutions.
Interestingly
as part of the transaction with Mars, Kevin's will operate as a standalone
business within Mars Food & Nutrition. Kevin's Natural Foods will play a
key role in Mars Food & Nutrition's ongoing journey to enable
delicious, healthier eating to be part of consumers' daily lives, according to
the company.
Mars
Global President Shaid Shah, stated, "We are excited to welcome Kevin's
Natural Foods to the Mars Food & Nutrition family of businesses. We have
been hugely inspired by Kevin's, a business whose mission fits squarely with
our purpose: 'Better Food Today. A Better World Tomorrow,'" ...
"Kevin's products are of a very high-quality, nutritious and convenient,
without compromising on flavor, and are enjoyed by an engaged and loyal
customer base across North America.
Shah
continued, "The Kevin's Natural Foods team has delivered impressive growth
since it was founded four years ago, and we look forward to drawing on our experience
of nurturing and scaling founder-led brands to help bring their products to
even more people,"
"Mars
Food & Nutrition shares our vision and passion for the role food plays in
people's lives. We founded Kevin's with the mission to empower even the busiest
people to eat nutritious, great tasting meals in minutes," said McCray.
"Joining the Mars Food & Nutrition portfolio of brands will allow us
to accelerate the development of more product innovations and support our
mission of bringing Kevin’s to more consumers across markets."
"As
a standalone business within Mars Food & Nutrition, we'll be able to
maintain the entrepreneurial spirit and authenticity of our brand while getting
the support and capabilities to continue our long-term growth journey. It's a
tremendous milestone for Kevin's Natural Foods and our team, and we're excited
for what's ahead," Costa said.
The
transaction is subject to customary regulatory approvals and expected to close
in the third quarter of 2023. The terms of the transaction were not disclosed.
Invite Foodservice Solutions® to complete a
Grocerant ScoreCard, or for product positioning or placement assistance, or
call our Grocerant Guru®. Since 1991 Foodservice
Solutions® of
Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or
253-759-7869
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