According to a recent Forbes report, the sports nutrition company, Picky Bars, owned by American professional runners Lauren Fleshman and Stephanie Bruce and American triathlete Jesse Thomas, has been acquired by Laird Superfood for $12 million. The brand, known for its real-food granola bars, oatmeal and granola targets athletes and people with active lifestyles.
Biggest news of my professional career, hands down. Picky Bars has been acquired by Laird Superfood, and the future is incredibly bright! Jesse’s CEO report has the details: https://t.co/FHg8M1zqBR pic.twitter.com/x1lkYDnHZI
— Lauren Fleshman (@laurenfleshman) May 4, 2021
Picky Bars was founded in Bend, Oregon in 2011, and Laird Superfood began just down the road in Sisters, Ore. in 2015. The company was started by pro-big wave surfer Laird Hamilton, former pro-volleyball player Gabby Reece, and entrepreneur Paul Hodge. According to the announcement on Picky Bar’s website, Laird Superfood has a mission to “provide great-tasting, high-quality, plant-based products that are healthy, convenient, affordable and available to all.” Thomas said in a statement that the company is “beyond stoked” to be partnering with Laird, adding that they expect this acquisition to accelerate the company’s growth, expand their distribution, enhance their product development and create more jobs in their local community.
“Overall, coming together with LSF will increase the positive impact we can have on our communities and the world at large,” said Thomas. “We feel incredibly lucky to have found such an amazing fit for our team and brand.”
In an interview with Forbes, Hodge, the current CEO of Laird Superfood, said they believe Picky Bars produces the best, whole food bars in the world, and that the acquisition will round out their product lineup. It will also allow Picky Bars to expand their own distribution, getting the product into more stores across the U.S.
“Together, we can get nutritionally balanced options more geographically available, whether it’s experiencing a Laird product for the first time in a Picky Club box or tasting your first Ah, Fudge Nuts! Picky bar from a retailer distributing Laird products,” said Bruce.
For now, Fleshman, Thomas and Bruce will continue to lead the Picky Bars brand underneath the Laird umbrella. According to Forbes, the U.S. nutrition bar market is worth $10 billion, and the sports nutrition sector overall is expected to reach $33.03 billion in sales by 2028.