Bel Group, a global player in dairy, fruit and veggie snacking and the maker of iconic brands Babybel, GoGo squeeZ, Boursin and The Laughing Cow, announced the acquisition of Ingenuity Foods’ brands: Brainiac and Little Brainiac.

This strategic move expands Bel’s portfolio and reinforces its leadership and commitment to the on-the-go, better-for-you, portion-sized snacks made from real fruit, veggies and dairy for families across North America. With the added benefits of Omega-3s, Brainiac snacks are a fit for what Bel is all about.

The Brainiac line, with value net sales growing triple digits in the last year, is known for its snacks for kids and families to support brain-building. This acquisition is complementary to Bel’s GoGo squeeZ platform and further strengthens the company’s position in the fruit snack category with younger kids and a wide range of functional fruit and veggie snacks – smoothies, juice squeezers, fruit snacks and baby/toddler foods. Brainiac snacks are backed by nutritionists and doctors to support brain health and development and overall brain, gut and immune health.

Beyond Brainiac snacks offering taste and functional nutrition, Bel and Ingenuity Foods have shared values – as evidenced by the fact they are a Certified B Corporation committed to the highest social and environmental standards.

Ingenuity Foods will continue to operate under its current leadership, ensuring business continuity. Mark Brooks, CEO and co-founder of Ingenuity Foods, said in a statement:

“We are excited to join forces with Bel and bring Brainiac to even more families in more places. Bel’s dedication to nutrition, innovation, and purpose-driven brands is the perfect fit for our vision.” Jonathan Wolfson, Founder of Ingenuity Foods added, “Together, we will inspire and enable healthier choices and make a meaningful impact for kids and parents across the US."