LesserEvil, the better-for-you snack brand on a mission to make healthy, organic, less-processed, and sustainable snacks more accessible to everyone, announced that it has acquired a majority stake in Portland, Maine-based R.E.D.D. Bar. The deal is LesserEvil’s first acquisition and one that gives the company a running start into a challenging market the company has long wanted to enter.
With the acquisition, LesserEvil will take over the production for R.E.D.D. at LesserEvil’s Danbury, Conn., facility beginning this summer. This milestone will lead to subtle updates to the current R.E.D.D. line’s taste, ingredients, texture and packaging as the LesserEvil integrates the bars into its broader portfolio of snacks. The R.E.D.D. team will also be incorporated into the LesserEvil family. “R.E.D.D.’s founder, Alden Blease, will be a particularly great addition when it comes to innovating new ingredients and form factors.” continues Mr. Coristine.
Founded in 2010, R.E.D.D. has built a growing business on its five-SKU line of plant-protein based bars. Each bar contains a 10g blend of pea, pumpkin seed and hemp proteins, and 10-13g of plant fiber, providing both prebiotics and probiotics in each gut-health supporting serving. In addition, each bar is sweetened with monk fruit keeping the sugar content below 5g per bar.
LesserEvil’s acquisition of R.E.D.D. follows a year of massive expansion for the brand, including the recent launch of its Clean Oil Crew campaign. The brand also launched new sustainable product innovations like its Sun Poppers and entered into another new snack category with its PeaNOTs.