Whole Earth Brands
- Company typePublic
- Founded2020
- HeadquartersSingapore, Singapore
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
Whole Earth Brands firmographics
Firmographics- Name
- Whole Earth Brands
- Legal name
- Whole Earth Brands, Inc.
- Website
- https://wholeearthbrands.com
- Company type
- Public
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Whole Earth Brands industry classification
Industry- Product category
- Plant-based Sweeteners
- NAICS
- Flavoring Syrup and Concentrate Manufacturing (31193), Other Specialty Food Retailers (44529), All Other Specialty Food Retailers (445298)
- SIC
- Food And Kindred Products (2000), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033), Miscellaneous Food Preparations & Kindred Products (2090), Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Spreads, Sweeteners & Syrups (Jam, Honey, Nut Butters, Maple) (CRADAAAC)
- akta.pro secondary industries
- Flavorings & Extracts (Natural & Artificial) (CRADAOAA), Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK), Organic & Natural Private Label & Brand Distribution (Wholesale) (AFAIAJAL)
Keywords
Where Whole Earth Brands is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices4 records
Markets served
Whole Earth Brands business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Consumer Sweetener Brands: Sale of branded sweetener products including Equal, Whole Earth, Swerve, Pure Via, Wholesome, and Canderel through retail, foodservice, and direct-to-consumer e-commerce channels across 90+ countries
- Flavors & Ingredients (MAFCO): B2B sale of licorice extract and derivatives to food and beverage manufacturers as ingredients and flavor enhancers
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Whole Earth Brands product offering
Product offeringCore offering
Whole Earth Brands is a global food company that sells branded plant-based sweetener products (including Equal, Whole Earth, Swerve, Pure Via, Wholesome, and Canderel) to retail consumers across 90+ countries, and sells licorice extract and flavor-enhancement ingredients (through its MAFCO subsidiary and Magnasweet brand) to food and beverage manufacturers. The company operates two distinct divisions — Consumer Brands and Flavors & Ingredients — spanning zero/low-calorie sweeteners, organic and fair-trade sugars, and industrial licorice derivatives.
Product overview
Whole Earth Brands is a global food company operating two main divisions: Consumer Brands and Flavors & Ingredients. The Consumer Brands division encompasses seven sweetener brands (Whole Earth Sweetener, Pure Via, Wholesome, Swerve, Equal, Canderel) offering plant-based, clean label, zero and low-calorie sugar alternatives and reduced-calorie food products (jams, chocolates). The Flavors & Ingredients division is led by MAFCO (Magnasweet brand), the world's leading licorice extract manufacturer serving food manufacturers. The portfolio spans over 90 countries and includes products for retail consumers, foodservice, and B2B ingredient solutions.
Differentiator
Problem solved
Functional benefit
Brands
- Whole Earth Sweetener: Clean label, plant-based, zero-calorie, sugar-free and keto-friendly sweetener products available in North America, Australia and New Zealand.
- Pure Via
- Wholesome
- Swerve
- Equal
- Canderel
- MAFCO
Products and services
- Whole Earth Sweetener
Companies that use Whole Earth Brands
Customer profileSegments3 records
Ideal customer profiles3 records
Whole Earth Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Whole Earth Brands partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Heartland Food Products GroupmajorHeartland Food Products Group entered into a definitive agreement to acquire the Americas business of Whole Earth Brands, including the Equal, Whole Earth, Swerve, and Chuker sweetener brands across North America and Latin America. This transaction will transfer ownership of the Americas segment to Heartland while Whole Earth Brands retains its international operations. Financial terms were not disclosed.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Whole Earth Brands competitors and assessment
Company assessmentBroad incumbents
- Tate & Lyle: Tate & Lyle is a major global ingredient manufacturer specializing in sweeteners, texturants, and food ingredients, including sucralose and natural sweetener platforms. Directly comparable to Whole Earth Brands' sweetener ingredients business, though much larger and broader in scope.
- Ingredion: Ingredion is a leading global ingredient solutions provider producing sweeteners, starches, and nutrition ingredients. Compares to MAFCO's B2B ingredient supply model with similar food manufacturer customer base, though at substantially larger scale.
- Cargill: Cargill is one of the largest privately held food and agriculture companies, producing sweeteners (including EverSweet stevia with DSM) and food ingredients. Comparable to MAFCO's B2B ingredients business and competes with Whole Earth Brands in food manufacturer customer channels.
- Archer Daniels Midland (ADM): ADM is a global food processing and commodities ingredient corporation producing sweeteners, flavors, and food ingredients. Comparable to MAFCO's B2B ingredient model, particularly in corn-based and stevia sweeteners serving food manufacturers.
Direct peers
- Heartland Food Products Group: Heartland Food Products Group is acquiring Whole Earth Brands' Americas business, including Equal, Whole Earth, Swerve, and Chuker brands. As the acquirer of WEB's largest segment, Heartland is now the most direct tabletop sweetener competitor to the remaining Whole Earth Brands portfolio.
- PureCircle (Ingredion): PureCircle, now part of Ingredion, is a leading global producer of stevia sweeteners for food and beverage manufacturers. Competes head-to-head with Pure Via and Swerve brand platforms in the stevia-based sweetener category.
- Splenda (Heartland Food Products Group): Splenda, also owned by Heartland Food Products Group, is the leading sucralose-based tabletop sweetener brand. Following Heartland's acquisition of WEB's Americas business, Splenda and Equal are now under the same corporate umbrella, positioning the combined entity as a clear category leader.
- Merisant Company (predecessor): Merisant was the predecessor entity that owned Equal and Canderel prior to Whole Earth Brands' formation. The brands remain wholly owned subsidiaries of Whole Earth Brands today, and Merisant's historical product portfolio defines the legacy sweetener business being divested to Heartland.
Emerging players
- Pyure Brands: Pyure Brands is a US-based stevia and plant-based sweetener company selling tabletop sweeteners and ingredient solutions. Competes directly with Swerve and Pure Via in the clean-label, plant-based sweetener category.
- Domino Foods: Domino Foods produces and markets sugar and sweetener products for retail and foodservice under the Domino and C&H brands. Comparable to Whole Earth Brands' Wholesome brand as both compete in the natural and organic sweetener retail segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Whole Earth Brands social profiles
Digital presenceWhole Earth Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whole Earth Brands leadership team
Management profileNumber of profiles
Profiles6 records
Whole Earth Brands subsidiaries and ownership
Company hierarchySubsidiaries1 record
Whole Earth Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whole Earth Brands M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Whole Earth Brands
What does Whole Earth Brands do?
Whole Earth Brands is a global food company that sells branded plant-based sweetener products (including Equal, Whole Earth, Swerve, Pure Via, Wholesome, and Canderel) to retail consumers across 90+ countries, and sells licorice extract and flavor-enhancement ingredients (through its MAFCO subsidiary and Magnasweet brand) to food and beverage manufacturers. The company operates two distinct divisions — Consumer Brands and Flavors & Ingredients — spanning zero/low-calorie sweeteners, organic and fair-trade sugars, and industrial licorice derivatives.
Is Whole Earth Brands a public or private company?
Whole Earth Brands is a public company. It is classified as public and is currently operating.
When was Whole Earth Brands founded?
Whole Earth Brands was founded in 2020. It employs 501 to 1,000 people.
Where is Whole Earth Brands based?
Whole Earth Brands is headquartered in Singapore, Singapore, in the Asia region.
How does Whole Earth Brands make money?
Two revenue lines are on record. Consumer Sweetener Brands are the primary driver. The others are flavors & Ingredients (MAFCO).
Who are Whole Earth Brands's main competitors?
Broad incumbents on record are Tate & Lyle, Ingredion, Cargill and Archer Daniels Midland (ADM). Direct peers are Heartland Food Products Group, PureCircle (Ingredion), Splenda (Heartland Food Products Group) and Merisant Company (predecessor). Emerging players are Pyure Brands and Domino Foods.
Does Whole Earth Brands have an API?
No public API is recorded for Whole Earth Brands.
What industry is Whole Earth Brands in?
Whole Earth Brands's product category is Plant-based Sweeteners. Its primary akta.pro industry code is CRADAAAC, Spreads, Sweeteners & Syrups (Jam, Honey, Nut Butters, Maple), with a secondary code of CRADAOAA, Flavorings & Extracts (Natural & Artificial). Its NAICS code is 31193 and its SIC code is 2000.