Bel Group expands portfolio with acquisition of Ingenuity Foods’ brands

USA – Bel Group, the maker of iconic brands Babybel, has announced the acquisition of Ingenuity Foods’ brands: Brainiac and Little Brainiac.

This strategic move expands Bel’s portfolio and reinforces its leadership and commitment to the on-the-go, better-for-you, portion-sized snacks made from real fruit, veggies, and dairy for families across North America.

With the added benefits of Omega-3s, Brainiac snacks are a great fit for what Bel stands for.

The Brainiac line, with value net sales growing triple digits in the last year, is known for its snacks for kids and families to support brain-building.

This acquisition is complementary to Bel’s GoGo squeeZ platform and further strengthens the company’s position in the fruit snack category with younger kids and a wide range of functional fruit and veggie snacks – smoothies, juice squeezers, fruit snacks, and baby/toddler foods.

Brainiac snacks are backed by nutritionists and doctors to support brain health and development and overall brain, gut, and immune health.

“This move gives us more scale, product choices and breadth across our portfolio and truly is a 1 + 1 = 3 opportunity for us and Ingenuity”, said Peter McGuinness, CEO of Bel North America.

“By bringing Brainiac brands into our family of brands, we’re not just adding more products; we’re unlocking a new era of growth, innovation, and social impact. This acquisition gives us the opportunity to accelerate our momentum as the leader in portion-sized fruit, veggie, and dairy snacks that adults trust and kids love.”

Beyond Brainiac snacks offering great taste and functional nutrition, Bel and Ingenuity Foods have shared values – as evidenced by the fact they are a Certified B Corporation committed to the highest social and environmental standards.

Ingenuity Foods will continue to operate under its current leadership, ensuring business continuity. Mark Brooks, CEO and Co-Founder of Ingenuity Foods, commented, “We are excited to join forces with Bel and bring Brainiac® to even more families in more places. Bel’s dedication to nutrition, innovation, and purpose-driven brands is the perfect fit for our vision.”

About Ingenuity Foods and Brainiac

Ingenuity Foods is the creator of Brainiac, the snack brand committed to supporting healthy brain development for the whole family.

Backed by a team of nutritionists and neuroscientists, Brainiac snacks blend delicious, grab-n-go convenience with science-backed nutrition—with essential nutrients shown to support brain, gut, and immune health.

With a focus on real ingredients, every Brainiac product is designed to make smarter snacking easy and accessible. As a Certified B Corporation, Ingenuity Foods is dedicated to making a positive social and environmental impact while making healthy brain food available to all.

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