Campbell offloads baby food brand Plum Organics to Sun-Maid

Campbell Soup Company has agreed to divest its organic baby food and kids snacks brand, Plum Organics, to Sun-Maid Growers of California for an undisclosed sum.

Upon completion of the deal, Plum Organics will join Sun-Maid’s growing portfolio of better-for-you whole fruit snacks, such as chocolate and peanut butter yogurt-covered raisins and dried organic mango.

Founded in 2007 by a group of parents, Plum Organics offers a diverse portfolio of organic foods and snacks to meet the nutritional needs of babies, tots and kids. All products are certified organic and non-GMO.

The US brand was acquired by Campbell in 2013, however the divestiture forms part of Campbell’s review to focus growth on its soup, sauces and beverages, which have performed particularly well in the last year.

“Our purpose is to help mum find better-for-you food options that taste great and kids will love. Adding Plum to our innovative product line-up delivers even more choices for her and her family,” said Harry Overly, CEO and president of Sun-Maid Growers of California.

“Plum is a natural fit for the Sun-Maid family given our expertise, leadership and rapid growth in healthy snacking, along with our strong emotional connection with family households. Its acquisition is an integral part of our continued dedication to providing superior products while delivering category growth. We’re committed to carrying on Plum’s mission of serving babies the very best food from the first bite,” he added.

Chris Foley, president of Campbell’s meals & beverages unit, said: “The sale of the Plum Organics baby food brand is part of our ongoing strategic process to create even greater focus on driving growth in the division’s core categories of soup, sauces and beverages.”

The transaction is expected to close in spring 2021.