THOMASVILLE, GA and CHICAGO — Flowers Foods, parent company to brands such as Dave’s Killer Bread and Nature’s Own, has entered a definitive agreement to acquire Simple Mills for $795 million cash.
The deal expands the baking company’s reach in the better-for-you and attractive snacking segments and enhances its growth and margin prospects. Simple Mills also benefits from the deal by expanding distribution, accelerating innovation and unlocking access to new segments and categories.
“We are incredibly excited to welcome the Simple Mills team to Flowers,” said Ryals McMullian, chair and CEO of Flowers Foods. “With leading market positions and abundant white space for future growth, Simple Mills perfectly fits our strategy of adding compelling brands in better-for-you segments that complement and diversify our existing portfolio. Equally important, the brand’s mission aligns with Flowers’ values centered on honesty and integrity, respect and inclusion, and sustainability. Katlin [Smith] and the Simple Mills team have built a remarkable business, and we look forward to collaborating with them to generate continued growth while preserving the brand’s integrity and staying true to its unmatched quality and taste.”
“With leading market positions and abundant white space for future growth, Simple Mills perfectly fits our strategy of adding compelling brands in better-for-you segments that complement and diversify our existing portfolio.” — Ryals McMullian | chair and CEO | Flowers Foods
Simple Mills, founded in 2012 by Smith, is a market leader in better-for-you crackers, cookies and snack bars, with products available at more than 30,000 natural and c-stores nationwide. The baking brand is estimated to have generated $240 million in net sales in 2024, a 14% growth rate vs. the year before.
“This transaction marks the beginning of a new phase of growth for Simple Mills, and we are thrilled to join the Flowers family,” Smith said. “I am extremely proud of our talented team and the strong brand we’ve built with the support of our valued partners and loyal customers. With Flowers’ resources, we will be well-positioned to broaden distribution, accelerate innovation and amplify brand awareness, while advancing our mission. Flowers has a strong track record of fostering growth in its acquired companies while stewarding and protecting their brand promise. I cannot imagine a better partner for Simple Mills and the team, and I look forward to working alongside Flowers to build upon our strong history of growth.”
