MPearlRock has acquired The Good Crisp Company, adding a fast-growing “better-for-you” salty snack brand to its portfolio as the firm looks to scale emerging consumer packaged goods brands with cleaner labels and broad retail potential. Financial terms were not disclosed.
The Good Crisp Company, founded in 2015 by Matt Parry, sells classic snack formats positioned around “great taste, no guilt,” including canister chips, cheeseballs, and crinkle cut chips offered in traditional flavors. The company markets its products as gluten-free and non-GMO, with no artificial flavors or ingredients.
The brand is currently distributed across more than 20,000 retail doors in the U.S., Canada, Australia and the U.K., and MPearlRock said it views the company as a differentiated platform in the clean-label salty snack category.
MPearlRock is a strategic partnership between MidOcean Partners, Kroger and Kroger’s wholly owned data subsidiary, 84.51°. The firm focuses on identifying and investing in high-growth CPG brands, citing capabilities that span data science, merchandising, and operating support across sales, marketing, operations, and supply chain.
Support: Gibson, Dunn & Crutcher served as legal counsel to MPearlRock. Morrison & Foerster served as legal counsel to The Good Crisp Company.
KEY QUOTES:
“Consumers are increasingly demanding clean-label snacks that offer ingredient simplicity without sacrificing on taste. The Good Crisp Company does just that by leading with its ‘great taste, no guilt’ consumer proposition, which is simple yet strong. We’ve found that it is rare to find a company that can deliver on both promises like they do. We are thrilled to partner with Matt and his team and are excited to be a part of the Company’s next phase of growth.”
Brian Kelley, Chief Executive Officer, MPearlRock
“This partnership with MPearlRock is an incredibly exciting milestone for The Good Crisp Company. They share our vision for building a better-for-you snack platform that never compromises on quality or taste and bring deep expertise in scaling high-quality packaged food brands. With MPearlRock’s strategic support, resources, and collaborative approach, we believe we are exceptionally well positioned to accelerate growth, expand our reach, optimize our manufacturing footprint, and continue delivering for our consumers as we enter our next chapter.”
Matt Parry, Founder and Chief Executive Officer, The Good Crisp Company
