VMG Partners Completes Snack Factory Deal

Buyout firm VMG Partners has completed its $340 million sale of Snack Factory. VMG invested in the company in 2009. Snack Factory was sold to publicly traded Snyder’s-Lance Inc.


VMG Partners, a private equity firm that specializes in investing in and building branded consumer product companies in the lower middle market, today announced that it has completed the sale of Snack Factory, parent company of market-leading Pretzel Crisps®, to Snyder’s-Lance, Inc. (Nasdaq: LNCE) for $340 million. Pretzel Crisps®, the world’s first flat pretzel-shaped cracker, was launched by snack food pioneers Sara and Warren Wilson in 2004. VMG invested in the company in 2009 and, working in close partnership with the Wilsons and management, helped to build one of the fastest growing brands in the premium, natural snack business. Snack Factory products are distributed nationally primarily in the deli-bakery section of grocery retailers and in mass merchandisers and club stores today.