Canadian natural food company Wellness Natural has acquired nutritional snacking brand SimplyProtein for an undisclosed sum.

Previously owned by Simply Good Foods USA, SimplyProtein has a footprint in the US and Canadian markets.

SimplyProtein’s product portfolio includes bars, cookies chips and crunchy bites for both adults and children.

The company claims that all its products are manufactured using clean ingredients, plant-based protein, high fibre and contain only 0g-3g of sugar.

SimplyProtein products are also gluten-free and non-GMO Project Verified.

They are available in more than 50 retail outlets, including Albertson’s, Amazon, Costco, Harris Teeter, HyVee, Loblaws, Metro, Sobeys, Wakefern, and Whole Foods.

Headquartered in Toronto, Canada, Wellness Natural is a newly created company that is headed by Michael Lines as its CEO, who previously led the SimplyProtein brand in Canada.

Lines said: “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.

“With many of our products plant-based, SimplyProtein fills an essential consumer need, as it checks off all the boxes. With optimal protein, high fibre, low in calories, and sugar with clean ingredients – it’s what consumers are looking for – while also being incredibly satisfying and delicious which is paramount.

“I’m eager to continue to grow the brand and excited about what the future holds for SimplyProtein. I’m also excited to chair an outstanding board of directors, including John Lederer, Joe Mimran, Joe Jackman, Nicholas Reichenbach, and Steve Spooner.”