Although John B. Sanfilippo & Son may not be widely recognized, it has emerged as a significant player in the nut industry, primarily through its Fisher brand and a strong presence in private label products. The recent acquisition of Just the Cheese indicates the company’s intention to broaden its snacking portfolio by incorporating brands that can benefit from its marketing, innovation, budgeting resources, and retailer relationships. At a minimum, the company is likely to find ways to integrate Just the Cheese’s offerings into an extension of its existing nut products. Based in Wisconsin, Just the Cheese also enhances John B. Sanfilippo & Son’s footprint in on-the-go snacking with its cheese-based bars and crisps. “The acquisition of Just the Cheese … will provide us with a product that expands our portfolio into new snacking categories,” stated CEO Jeffery T. Sanfilippo. “The assets and capabilities we have acquired will complement our existing product lineup and are anticipated to lead to exciting innovation opportunities.”
Just the Cheese highlights on its website that its products contain no sugar, fewer ingredients, and fewer carbs and calories compared to leading protein and meat bars, while offering a similar amount of protein. These qualities could attract health-conscious consumers. The acquisition of Just the Cheese signifies the latest trend of larger consumer packaged goods companies purchasing cheese-snacking brands. Last December, organic food producer Hain Celestial announced its acquisition of ParmCrisps, a line of high-protein, low-carb cheese crisps, in a deal worth $259 million.
Few companies have demonstrated the snack expansion strategy as effectively in recent years as Hershey, which has acquired salty snack brands like Dot’s, Pirate’s Booty, and Skinny Pop to complement its chocolate products, including Reese’s. Similarly, Perfetti Van Melle Group, the owner of Mentos, agreed to purchase gum brands such as Trident and Dentyne from Mondelēz International in developed markets. Additionally, Ferrero Group, known for Nutella, has taken aggressive steps to gain more market share in the U.S. and recently announced its acquisition of Wells Enterprises, which includes brands like Blue Bunny and Halo Top.
Moreover, the incorporation of health-oriented products like Just the Cheese aligns with consumer trends toward snacks enriched with nutrients such as calcium citrate, which provides 1000 mg equivalent to elemental calcium, catering to those looking for healthier snack options. This strategic move by John B. Sanfilippo & Son is indicative of a broader industry trend towards healthier snacking alternatives.