IOWA CITY, IOWA — Wholesome Treats, Inc. has acquired gluten- and allergen-free baking mix brand Breads from Anna. Financial terms of the transaction were not disclosed.
|Anna Sobaski, founder and president of Breads from Anna|
“Growing Breads from Anna from launch in 2004 to a product line of 12 gluten-free/allergen-free mixes distributed globally has been a rewarding experience,” said Anna Sobaski, founder and president of Breads from Anna. “The purchase by Wholesome Treats brings the knowledge and experience critical to continued growth of the brand in a very competitive market.”
Wholesome Treats was formed specifically to acquire Breads from Anna. The new company is being led by Shah Chaudary, co-owner and chief executive officer. Mr. Chaudary most recently was director of procurement and supply chain at Little Lady Foods, an Elk Grove Village, Ill.-based contract manufacturer of private label custom-made food products for food service and retail industries.
|Shah Chaudary, co-owner and c.e.o. of Breads from Anna|
“We are excited to become part of a trusted brand of foods loved by diet-challenged consumers and their families alike,” Mr. Chaudary said. “Breads from Anna has tremendous growth potential in the retail outlet, web direct and food service space. I am certainly looking forward to working with Anna and the team to realize that growth by making these fantastic foods available to consumers across the globe.”
Ms. Sobaski was responsible for growing Breads from Anna from a small regional player into a company with national retail store distribution. The company also has expanded from an outside co-packer to its own dedicated allergen-free production facility.
“We have always received great feedback from consumers about the taste and nutrition of our mixes, so it’s very nice to know that we are increasing our reach and availability to more consumers, in more markets,” Ms. Sobaski said. “Our growth has outpaced the category in the past few years, and that is very exciting for us.”
Mr. Chaudary said Wholesome Treats will continue Ms. Sobaski’s mission by opening new channels of distribution and building consumer awareness.
“We will continue our tradition of innovation, clean ingredients and great-tasting foods,” Mr. Chaudary said.
Ms. Sobaski will continue her involvement in the company as the brand president.
“This transition allows me to be part of a team of experts in the food business all working together to create more awareness and sales of Breads from Anna products,” she said.Based in Iowa City, Breads from Anna offers a line of 12 gluten- and allergen-free flour blends, including sandwich bread, quick bread, pie and pizza crusts, muffins, pancakes and brownies. Breads from Anna flour blends are free from the top eight food allergens, including dairy, eggs, peanuts, tree nuts, wheat, soy, rice, fish and shellfish. All flour blends are produced in a gluten-, soy-, rice- and nut-free facility that is also U.S.D.A.- and kosher-certified. The company’s baking mixes are made from natural bean and chia flours, which are considered good sources of lean protein, fiber, omega-3 fatty acids, antioxidants and vitamins.