1440 Foods, a portfolio of sports and active nutrition brands, announced the acquisition of Fitcrunch, the protein bar brand, from celebrity chef Robert Irvine, Union Capital Associates, L.P., and its founders.

Fitcrunch CEO Patrick Cornacchiulo will become the CEO of 1440. Financial terms of the private transaction were not disclosed.

Fitcrunch, founded in 2012 by Bakery Barn and celebrity chef Robert Irvine, manufactures high-protein snacks catering to consumers with active lifestyles,  

“Fitcrunch has cemented its position as a leading active nutrition brand through strong performance across retail channels in a highly fragmented and growing market,” said Cornacchiulo. “We are thrilled to join the 1440 Foods platform and to bring together two talented teams with deep experience in the nutrition category, retail, branding, and manufacturing. Fitcrunch and 1440 products enjoy industry-leading loyalty, and combining our portfolios and innovation capabilities will help reach more consumers on more occasions and in more channels. I look forward to leading the company through its next chapter of growth.”

“I couldn’t be more thrilled about this next chapter for Fitcrunch,” said Irvine. “Since entering the market in 2013, 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. Together we’re poised to bring Fitcrunch to even more people who want great-tasting options that fuel their best lives.”

Fitcrunch complements 1440 Food’s portfolio, including Pure Protein, Met-Rx, and Body Fortress, which has been distributed across retail channels since 4×4 Capital acquired the business in 2021.

“1440’s vision is built on four pillars: strong brands, a complete product portfolio, deep retailer relationships, and efficient operations,” said Alex Medicis, 4×4 Capital co-founder and chairman of the 1440 Foods Board of Directors. “Fitcrunch brings additional strength in all these areas to help shape the future of ‘better for you’ snacking and meal replacement. Active nutrition is one of the fastest growing categories within grocery as more people look for flavorful and functional nutrition – whether in the gym, at home, or on the go. We look forward to working with Patrick and the team to further our mission of helping consumers in their search for a healthier lifestyle.”

“Patrick and his team have built Fitcrunch into a distinctive, growing brand. They bring deep expertise, innovation, and retailer relationships that complement our own at 1440,” said Adam Nebesar, a Partner at Bain Capital and member of the Board of Directors. “This is a major milestone in 1440’s growth journey and strengthens the company’s position as a leading active nutrition platform.”

William Blair & Company LLC is acting as lead financial advisor to 1440, and Ropes & Gray LLP is acting as legal counsel to 1440. KPMG is acting as an accounting advisor to 1440. Deutsche Bank, Jefferies, Macquarie Capital, and BNP Paribas provided committed debt financing for the transaction and financial advisory services to 1440.

Piper Sandler & Co. is acting as lead financial advisor to Fitcrunch and Bakery Barn, with KeyBanc Capital Markets, Inc. as co-advisor to Bakery Barn. Finn Dixon & Herling LLP is acting as lead legal counsel to Fitcrunch and Bakery Barn.

Image courtesy Fitcrunch