Second Nature Brands
Second Nature Brands is a U.S.-based multi-brand snack and treats CPG company operating Brownie Brittle, Kar's Nuts, Sahale Snacks, Sanders, Second Nature Snacks, Voortman Bakery, and Tillamook Country Smoker, selling cookies, nuts, trail mixes, caramels, and protein snacks through nationwide retail and DTC e-commerce.
- Company typePrivate
- Founded1933
- HeadquartersMadison Heights, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Second Nature Brands does
Second Nature Brands is a U.S.-based multi-brand consumer packaged goods company headquartered in Madison Heights, Michigan, operating a portfolio of snack and treat brands including Brownie Brittle, Kar's Nuts, Sahale Snacks, Sanders, Second Nature Snacks, Voortman Bakery, and Tillamook Country Smoker. The company's origin traces to 1933, and it currently employs between 501 and 1,000 people across manufacturing facilities in Michigan (headquarters), Seattle (Washington), Burlington (Ontario, Canada), and Oregon. Its product portfolio spans brownie snacks, nuts and trail mixes, glazed nut mixes, caramels and confections, zero-sugar and wafer cookies, and protein-rich meat snacks, addressing consumer demand for better-for-you, on-the-go, and clean-label snacking options across both sweet and savory categories.
The business model is direct product sales through two primary channels: a direct-to-consumer e-commerce storefront at secondnaturebrands.com offering free 1-3 day delivery over $60 and Auto Delivery subscription options, and nationwide U.S. retail distribution. Pricing follows a unit-pricing, pay-as-you-go model with no publicly disclosed enterprise tiers. Since December 2022, the company has executed a serial acquisition strategy under private equity sponsor CapVest Partners LLP, acquiring Brownie Brittle from Encore Consumer Capital (December 2022), Sahale Snacks from J.M. Smucker Co. for $34 million (September 2023), Voortman from J.M. Smucker Co. for $305 million (October 2024), and Tillamook Country Smoker from Insignia Capital Group (June 2026), with the latter contributing approximately $25 million in EBITDA and over $175 million in sales. There are no proprietary technology platforms, AI/ML capabilities, or APIs disclosed in the source material; the technology profile reflects standard CPG retail and e-commerce infrastructure rather than a software-driven business.
Second Nature Brands firmographics
Firmographics- Name
- Second Nature Brands
- Legal name
- Second Nature Brands LLC
- Website
- https://secondnaturebrandsus.com
- Company type
- Private
- Founded year
- 1933
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Second Nature Brands is a U.S.-based multi-brand snack and treats CPG company operating Brownie Brittle, Kar's Nuts, Sahale Snacks, Sanders, Second Nature Snacks, Voortman Bakery, and Tillamook Country Smoker, selling cookies, nuts, trail mixes, caramels, and protein snacks through nationwide retail and DTC e-commerce.
- Ownership category
- akta.pro rank
Second Nature Brands industry classification
Industry- Product category
- Packaged Snacks
- NAICS
- Other Snack Food Manufacturing (311919), Sugar and Confectionery Product Manufacturing (3113), Baked Goods Retailers (445291), Confectionery and Nut Retailers (445292)
- SIC
- Cookies & Crackers (2052), Sugar & Confectionery Products (2060), Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)
- akta.pro primary industry
- Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)
Keywords
Where Second Nature Brands is headquartered
LocationHeadquarters
- HQ city
- Madison Heights
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Second Nature Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct Product Sales: Second Nature Brands generates revenue through direct-to-consumer sales via its e-commerce storefront and retail distribution of snack and treat products across its family of brands including Brownie Brittle, Kar's Nuts, Sahale Snacks, Sanders, Second Nature Snacks, and Voortman Bakery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard direct-to-consumer retail pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Second Nature Brands product offering
Product offeringCore offering
Second Nature Brands is a privately-held consumer packaged goods company that manufactures and markets a multi-brand portfolio of snack and treat products including Brownie Brittle, Kar's Nuts, Sahale Snacks, Sanders, Voortman Bakery, Second Nature Snacks, and Tillamook Country Smoker. The company produces nuts, trail mixes, cookies, caramels, brownie snacks, and protein meat snacks for distribution through retail and direct-to-consumer channels.
Product overview
Second Nature Brands is a leading creator of snacks and treats operating as a multi-brand portfolio company. The company owns and operates several snack and treat brands including Brownie Brittle (acquired December 2022), Kar's Nuts, Sahale Snacks (acquired September 2023 for $34 million), Sanders (caramels and candy), Second Nature Snacks (their flagship better-for-you brand), Voortman Bakery (acquired October 2024 for $305 million), and Tillamook Country Smoker (acquired June 2026 for protein snacks). The portfolio spans brownie snacks, nuts and trail mixes, glazed nut mixes, caramels, cookies, and protein/meat snacks, sold through direct-to-consumer e-commerce and retail channels.
Differentiator
Problem solved
Functional benefit
Brands
- Brownie Brittle: Big flavor in small, on-the-go brownie snack packs.
- Kar's Nuts
- Sahale Snacks
- Sanders
- Second Nature Snacks
- Voortman Bakery
Products and services
- Brownie Brittle Thin, crunchy brownie snack products sold to consumers through retail and online channels.
- Kar's Nuts Trail mixes, nuts, and snack products sold to consumers at retail and via e-commerce.
- Sahale Snacks Premium nut and fruit snack mixes targeted at consumers seeking better-for-you snack options.
- Sanders Confectionery brand offering cookies, caramels, and chocolate-covered treats to consumers.
- Voortman Bakery Producer of cookies and wafers sold to consumers across retail and foodservice channels.
- Second Nature Snacks Brand of snack products sold to consumers seeking better-for-you snack options.
- Tillamook Country Smoker Protein meat snack products including jerky sold to consumers at retail.
Companies that use Second Nature Brands
Customer profileSegments1 record
Ideal customer profiles1 record
Second Nature Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Second Nature Brands partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- The J.M. Smucker Co.coreJ.M. Smucker Co. sold multiple brands to Second Nature Brands including Sahale Snacks ($34 million, September 2023), Voortman Cookies ($305 million, October 2024), indicating an ongoing divestiture relationship with Second Nature as the strategic acquirer of their non-core snack brands.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Second Nature Brands competitors and assessment
Company assessmentBroad incumbents
- Conagra Brands: Diversified packaged-foods company with significant snacks and frozen meals exposure (Slim Jim, Healthy Choice, etc.). Comparable as a multi-brand snack/food platform with similar acquisition-driven history and retail distribution model.
- Post Holdings: Diversified consumer-foods holding company with cereal, refrigerated, and foodservice platforms built via serial acquisitions. Comparable to SNB's CapVest-driven roll-up playbook in CPG consolidation.
- Kellanova: Global snacks company (Pringles, Cheez-It, RXBAR, Nutri-Grain) spun from Kellogg. Comparable because it operates a portfolio of mainstream and better-for-you snack brands competing directly with SNB across multiple categories.
- Mondelez International: Global snacks giant with a portfolio spanning biscuits, chocolate, and nuts (including the SnackFutures better-for-you venture). Comparable as a multi-brand, multi-category snack operator with far greater scale and distribution.
- The Hershey Company: Major confectionery and salty-snack platform with SkinnyPop, Dot's Homestyle Pretzels, and Hershey's brands. Comparable because it competes in the same confectionery and better-for-you snacking aisles where Sanders and Second Nature Snacks play.
- The J.M. Smucker Co. Diversified food company that divested Sahale Snacks and Voortman to SNB. Comparable both as a transaction counterparty and as a large packaged-foods platform with overlapping cookie, nut, and confectionery exposure.
Direct peers
- Flowers Foods: Baked-goods company operating Nature's Own, Dave's Killer Bread, and Tastykake. Comparable to SNB's Voortman Bakery business as a packaged baked-goods/cookie platform serving retail grocery customers.
- Hain Celestial Group: Better-for-you natural and organic food company with snack, nut-butters, and snack-bar brands. Comparable because it targets the same clean-label, better-for-you consumer that anchors SNB's Second Nature Snacks and Kar's Nuts positioning.
- Utz Brands: Public salty-snack company operating Utz, Zapp's, On The Border, and TGI Fridays chip brands. Comparable as a PE-influenced, multi-brand snack roll-up competing in similar mass-market and better-for-you channels.
- Spangler Candy Company: Privately held US candy manufacturer (Dum Dums, Necco, Sugar Babies). Comparable to Sanders as a long-standing, small-batch US confectionery brand with similar heritage positioning and retail distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Second Nature Brands social profiles
Digital presenceSecond Nature Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Second Nature Brands leadership team
Management profileNumber of profiles
Profiles2 records
Second Nature Brands subsidiaries and ownership
Company hierarchySubsidiaries6 records
Second Nature Brands funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Second Nature Brands M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Second Nature Brands
What does Second Nature Brands do?
Second Nature Brands is a privately-held consumer packaged goods company that manufactures and markets a multi-brand portfolio of snack and treat products including Brownie Brittle, Kar's Nuts, Sahale Snacks, Sanders, Voortman Bakery, Second Nature Snacks, and Tillamook Country Smoker. The company produces nuts, trail mixes, cookies, caramels, brownie snacks, and protein meat snacks for distribution through retail and direct-to-consumer channels.
Is Second Nature Brands a public or private company?
Second Nature Brands is a private company. It is classified as private equity controlled and is currently operating.
When was Second Nature Brands founded?
Second Nature Brands was founded in 1933. It employs 501 to 1,000 people.
Where is Second Nature Brands based?
Second Nature Brands is headquartered in Madison Heights, United States, in the North America region.
How does Second Nature Brands make money?
One revenue line is on record: direct Product Sales.
Who are Second Nature Brands's main competitors?
Broad incumbents on record are Conagra Brands, Post Holdings, Kellanova, Mondelez International, The Hershey Company and The J.M. Smucker Co.. Direct peers are Flowers Foods, Hain Celestial Group, Utz Brands and Spangler Candy Company.
Does Second Nature Brands have an API?
No public API is recorded for Second Nature Brands.
What industry is Second Nature Brands in?
Second Nature Brands's product category is Packaged Snacks. Its primary akta.pro industry code is CRADABAG, Snack Bars (Granola, Protein, Cereal Bars). Its NAICS code is 311919 and its SIC code is 2052.