The release notes that the two brands have “virtually no overlap”: Ancient Harvest produces quinoa, pasta, hot cereal, polenta, and other plant-based, gluten-free protein products; Pamela’s produces gluten-free baking mixes, baking ingredients, pasta meals, cookies, and graham crackers.
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The brands will continue to be marketed under their own respective brands, in order to maintain name recognition and reputation.Pamela Giusto-Sorrells, President and Founder of Pamela’s Products, said in the release: “I launched Pamela’s Products in 1988 to provide great-tasting gluten-free products for people with special dietary needs. The gluten-free space has exploded over the years, and the company has grown accordingly. Joining forces with Ancient Harvest ensures that our commitment to delivering the best tasting gluten-free foods will continue with a company that has the same values and dedication to quality that have put us on the map.” Giusto-Sorrells will be stepping away from day-to-day operations.
John Becker, CEO of Ancient Harvest, added: “The saying that there’s strength in numbers applies directly to this transaction. Marrying two established gluten-free brands will give us more traction with retailers, more critical mass with suppliers, more operational and marketing efficiencies, and more knowhow in working with gluten-free ingredients for product innovation. All of these factors will benefit the growing number of consumers who need or prefer gluten-free options.”
The transaction closed on December 31, 2019. Financial details were not disclosed.
