LesserEvil Acquires R.E.D.D., Expanding Product Offering Into Bars
The vertically-integrated snack company expands into a new category
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.