1440 Foods acquires FitCrunch, appoints new CEO

USA – 1440 Foods has expanded its portfolio in the sports and active nutrition market with the acquisition of FitCrunch, a leading protein bar brand.

The deal, whose transaction remains undisclosed, involves the transfer of ownership from Union Capital Associates to 1440 Foods, a move set to strengthen the company’s position in the rapidly growing active nutrition sector.

As part of the transaction, FitCrunch’s current CEO, Patrick Cornacchiulo, will assume the role of CEO at 1440 Foods.

FitCrunch, founded in 2012 by renowned chef Robert Irvine and Bakery Bark, has made a name for itself with a range of high-protein snacks, including bars, wafers, and powders.

The brand has gained significant popularity among fitness enthusiasts and consumers looking to enhance their diets with convenient, high-quality nutrition options.

FitCrunch’s commitment to creating delicious, functional food has helped it carve out a strong presence in the competitive active nutrition market.

With the acquisition, 1440 Foods aims to integrate FitCrunch’s offerings with its existing brands, which include Pure Protein, MET-Rx, and Body Fortress.

Since being acquired by 4×4 Capital in 2021, 1440 Foods has experienced consistent growth, especially across retail channels.

The addition of FitCrunch to the 1440 family is expected to further enhance its portfolio and fuel continued growth in the competitive market for protein snacks and supplements.

New CEO Patrick Cornacchiulo expressed enthusiasm about the potential of combining FitCrunch’s strength in retail performance with 1440 Foods’ established market presence.

“FitCrunch has cemented its position as a leading active nutrition brand through strong performance across retail channels in a highly fragmented and growing market,” Cornacchiulo said.

“We are thrilled to join the 1440 Foods platform and bring together two talented teams with deep experience in nutrition, retail, branding, and manufacturing.”

Cornacchiulo emphasized that the collaboration between FitCrunch and 1440 Foods will help reach more consumers across more occasions and in more channels, leveraging the loyalty both brands have earned in the nutrition industry.

“I look forward to leading the company through its next chapter of growth,” he added.

Robert Irvine, co-founder of FitCrunch, also expressed his excitement about the acquisition. “I couldn’t be more thrilled about this next chapter for FitCrunch,” he said.

“This brand has always been about creating delicious, high-quality nutrition that people can trust, and I’m excited to continue building on that mission with our new partners.”

Alex Medicis, co-founder of 4×4 Capital and chairman of the 1440 Foods board, highlighted the strategic fit between the two companies.

“FitCrunch brings additional strength in all these areas to help shape the future of ‘better for you’ snacking and meal replacement,” Medicis noted.

“Active nutrition is one of the fastest growing categories within grocery, and we look forward to working with Patrick and the team to further our mission of helping consumers in their search for a healthier lifestyle.”

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.