Enjoy Life offers more than 40 products, including cookies, chocolate, snack bars, and savory snacks
Mondelez International announced the acquisition of Enjoy Life Foods, a private U.S. snacking company and the market-leading brand in the fast-growing "free from" segment. Enjoy Life offers more than 40 products, including cookies, chocolate, snack bars, and savory snacks that are allergy-friendly and gluten-free. Enjoy Life's products are free from the eight most common allergens – wheat, dairy, peanuts, tree nuts, egg, soy, fish and shellfish – which together account for about 90 percent of all food allergies.
"As we focus on continuing to drive growth in snacking, the acquisition of Enjoy Life Foods is a great strategic fit for us," said Mark Clouse, Chief Growth Officer at Mondelez International. "The Enjoy Life brand expands our portfolio into faster growing, on-trend, 'better-for-you' areas and provides an excellent platform to make these delicious offerings available to consumers with 'free-from' needs or simply looking for healthy-lifestyle options, both in the United States and beyond."
The $12 billion "free-from" market in the United States is large and growing at strong double-digit rates1, driven by an increasing incidence of food allergies and food intolerances as well as consumers adopting "free from" as a healthy-lifestyle option.