Wellness Natural, a newly-formed natural food company in Canada, has acquired the SimplyProtein snacks brand from The Simply Good Foods Co.

Michael Lines, who led the SimplyProtein brand in Canada, is the CEO and founder of Wellness Natural in Toronto. Financial details were not disclosed in a statement today (29 September).

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“I’ve had the pleasure of working on SimplyProtein throughout my tenure at Simply Good Foods, and developed a true passion for the brand and its positioning within the nutritional snacking space,” Lines said in a statement. “With many of our products plant-based, SimplyProtein fills an essential consumer need, as it checks off all the boxes.” 

The SimplyProtein portfolio consists of bars, cookies, chips, and crunchy bites that are gluten-free and non-GMO. They are sold in the US and Canada.

Last summer, Denver-based Simply Good Foods acquired better-for-you snacks firm Quest Nutrition in California but had not previously made any suggestion it planned to sell the SimplyProtein brand. The company also owns the low-carb dietary line Atkins.

Joseph Scalzo, the president and CEO of Simply Good Foods, said in a statement: “The divestment of SimplyProtein from the Simply Good Foods portfolio is a strategic decision based on the reprioritisation of resources for our flagship nutritional brands, Atkins and Quest. We fully believe in the SimplyProtein brand and philosophy, and are pleased to complete the sale to Wellness Natural, led by Michael Lines, our former general manager, who is well suited to champion this next chapter for SimplyProtein.”