Second Nature Brands welcomes Adam Butler as CEO

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Second Nature Brands welcomes Adam Butler as CEO

15 Jul 2025

Lily Cota

Lily Cota is a writer, editor and photographer from Kansas City, Missouri. She graduated from Missouri State University with a Bachelor of Science in English and a minor in Photography. When she’s not writing, you can find her reading fantasy novels, thrifting, trying out local coffee shops and spending time with her nieces.

MADISON HEIGHTS, MI — Second Nature Brands, umbrella company of Brownie Brittle and Voortman, announced the addition of Adam Butler as CEO, effective August 2025.

Butler will succeed Vic Mehren, who will remain involved in the transitional period ending in July.

“Leading Second Nature Brands has been the highlight of my career,” Mehren said. “We’ve built something truly special: an incredible team, a values-driven culture and a business that’s positioned to keep winning.”

Butler most recently served as CEO of Insignia International, parent company of La Tortilla Factory. In this role, he led the food company’s rebranding and transformation from Flagship Food Group. His leadership developed a new growth strategy for Insignia that focuses on both organic expansion and targeted acquisitions.

“Adam is the right leader to take Second Nature Brands into its next chapter, and I'm excited to support him through a smooth transition.” — Vic Mehren | former CEO | Second Nature Brands

Prior to his role at Insignia, Butler spent more than 17 years with Kraft Heinz, holding a variety of leadership positions. Through innovation, operational improvement and strategic repositioning, Butler transformed the company’s most prominent brands.

“I’m delighted to be joining such a dynamic and successful industry leader,” Butler said. “Second Nature Brands has a strong portfolio, talented team and clear vision for the future. I look forward to building on the strong foundation Vic has laid and working with the great team to realize the company’s ambitious growth plans.”

His addition to Second Nature Brands will help the company grow its manufacturing footprint and further expand its production capacity.

“I’m proud of what we’ve achieved together and confident that now is the right time to pass the baton,” Mehren added. “Adam is the right leader to take Second Nature Brands into its next chapter, and I’m excited to support him through a smooth transition.”