Heartland Food Products Group announced it has entered into a definitive agreement to acquire the Americas business of Whole Earth Brands, including the Equal, Whole Earth, Swerve, and Chuker sweetener brands across North America and Latin America. Financial terms of the transaction were not disclosed.
The acquisition expands Heartland’s position in the sugar reduction and low- and no-calorie sweetener market, bringing together several established sweetener brands under one organization. The combined portfolio will span traditional tabletop sweeteners, plant-based alternatives, foodservice, beverage, retail, e-commerce, ingredient solutions, and B2B distribution channels.
Heartland said the deal is expected to increase its scale and operational capabilities across retail, foodservice, ingredient solutions, and international markets. The company plans to leverage its vertically integrated manufacturing network, research and development operations, and distribution infrastructure to support innovation and category growth.
The transaction also strengthens Heartland’s investments in next-generation sweetener technologies and domestic ingredient supply chains, including its U.S.-grown stevia initiatives. The company said it intends to continue expanding plant-based and natural sweetener offerings under both the Whole Earth and Splenda portfolios while supporting growth of the Equal brand in the Americas.
Since acquiring the Splenda brand in 2015, Heartland has expanded its business into additional health and wellness categories, including plant-based sweeteners, creamers, nutritional beverages, liquid enhancers, coffee, and wellness products.
Based outside Indianapolis, Heartland Food Products Group manufactures and markets products including Splenda, SlimFast, Java House Coffee, and a range of branded and private label offerings sold through retail, foodservice, e-commerce, and B2B channels globally.
KEY QUOTES:
“The acquisition of Equal and Whole Earth Brands Americas is another transformative milestone for Heartland and further advances our mission to help people live happier, healthier, and longer lives by making it easier to reduce sugar. Equal is one of the most iconic brands in the history of the sweetener category, while Whole Earth has established a strong position in plant-based and natural sweetener solutions. Together with Splenda, these brands create an unparalleled platform to lead the future of sugar reduction and wellness-focused innovation.”
“Heartland has consistently demonstrated its ability to innovate, manufacture, and grow leading consumer brands. We believe this combination creates exciting opportunities for customers, retail partners, consumers, and employees while strengthening domestic manufacturing and innovation leadership in the sweetener category.”
Ted Gelov, Chairman and CEO, Heartland Food Products Group
