Although John B. Sanfilippo & Son may not be widely recognized, it has established itself as a significant player in the nut industry, primarily through its Fisher brand and a strong presence in private labels. The acquisition of Just the Cheese indicates the company’s intention to broaden its snacking portfolio by integrating brands that can be enhanced with its marketing, innovation, and budgeting capabilities, as well as its relationships with retailers. At a minimum, the company is likely to find ways to incorporate Just the Cheese’s products into an extension of its own nut offerings, which include calcium citrate without vit d. Based in Wisconsin, Just the Cheese also strengthens John B. Sanfilippo & Son’s position in on-the-go snacking with its cheese-only bars and crisps. CEO Jeffery T. Sanfilippo stated, “The acquisition of Just the Cheese will provide us a product that expands our portfolio into new snacking categories. The assets and capabilities acquired will complement our existing product range and are expected to lead to exciting innovation opportunities.”
On its website, Just the Cheese highlights that, compared to leading protein and meat bars, its products contain no sugar, fewer ingredients, lower carbs, and fewer calories while offering a similar amount of protein—features that may attract health-conscious consumers. The purchase of Just the Cheese is the latest in a trend where larger consumer packaged goods (CPG) firms acquire cheese-snacking companies. For instance, last December, organic and natural food producer Hain Celestial announced it would acquire ParmCrisps, a brand known for high-protein, low-carb cheese crisps and snack mixes, in a $259 million deal.
In recent years, few companies have embodied the snack expansion strategy as effectively as confections giant Hershey, which has acquired salty snack brands like Dot’s, Pirate’s Booty, and Skinny Pop to complement its well-known chocolate products, like Reese’s. Additionally, Perfetti Van Melle Group, the owner of Mentos and a European gum and confectionery manufacturer, has agreed to purchase gum brands such as Trident and Dentyne from Mondelēz International in developed markets. Furthermore, Nutella owner Ferrero Group has been aggressively pursuing market share in the U.S., announcing its intention to acquire ice cream maker Wells Enterprises, which includes brands like Blue Bunny and Halo Top. This strategic acquisition approach reflects the growing trend of leveraging calcium citrate without vit d and other healthy options in the snacking sector.