Heartland – owner of brands including Splenda, SlimFast, and Java House has acquired the Americas business of Whole Earth.
The purchase includes the Equal, Whole Earth, Swerve, and Chuker brands in North and Latin America.
In Australia and New Zealand, Whole Earth is owned, distributed, and operated through its global subsidiary, Merisant, which maintains offices in both countries.
Heartland plans to leverage its vertically integrated manufacturing network, R&D capabilities, and distribution platform to accelerate product innovation and category growth.
Ted Gelov, chairman and CEO of Heartland Food Products Group, said the deal strengthened the company’s position in sugar reduction and wellness-focused products.
“Equal is one of the most iconic brands in the history of the sweetener category, while Whole Earth has established a strong position in plant-based and natural sweetener solutions,” he remarked.
“Together with Splenda (which the company acquired in 2015), these brands create an unparalleled platform to lead the future of sugar reduction and wellness-focused innovation.”
Gelov added that the company would continue to expand its natural and plant-based sweetener offerings under the Whole Earth and Splenda portfolios, while supporting the growth of the Equal brand across the Americas.
“We believe this combination creates exciting opportunities for customers, retail partners, consumers, and employees while strengthening domestic manufacturing and innovation leadership in the sweetener category,” he concluded.
