Supplier News / Industry News

Is Pirate’s Booty marketer up for sale?

Could snack manufacturers take over the ship from which Pirate’s Booty set sail?

VMG Partners reportedly has hired Credit Suisse Group to handle an auction for Robert’s American Gourmet Food, LLC, seller of the Pirate’s Booty brand of baked snacks. The target has revenue in excess of $100 million, a source said, and is very profitable.

Reports say VMG and Robert's American, which does business as Pirate Brands, declined to comment. Potential purchasers include General Mills Inc., Kellogg Co., Snyder's-Lance Inc. and Hain Celestial Group Inc., reports state.

Frito-Lay Inc. could also potentially be a buyer, depending on certain factors, such as how the baked snack market is defined by regulators, though reports indicate that regulatory scrutiny could come into play.

Pirate Brands was founded in 1987 by Robert Ehrlich, who discovered a void in the marketplace for healthy snack foods for children. VMG acquired a majority stake in Robert's American Gourmet Food in November 2008 for undisclosed terms.

In addition to making Pirate's Booty, Pirate Brands also makes Smart Puffs, Potato Flyers and Original Tings.


Did you enjoy this article? Click here to subscribe to Snack Food & Wholesale Bakery Magazine 

You must login or register in order to post a comment.



Image Galleries

2014 Bakery of the Year: Capistrano's Wholesale Bakery, Phoenix AZ

Here’s a look at Capistrano’s Bakery, our 2014 Bakery of the Year.

11/7/13 2:00 pm EST

Food Plant of the Future: The Future of Wastewater Management

Available On-Demand Effective management of wastewater is becoming increasingly critical to food and beverage processors as the cost for incoming water increases...

National Pizza Month

October is National Pizza Month! Where do you go to grab a slice (or two) of your favorite pie?
View Results Poll Archive


Organic Production and Food Quality: A Down to Earth Analysis

Effects of Organic Production on Food Quality is the first comprehensive book on how organic production methods influence the safety and quality of foods, based on an unbiased assessment of the latest scientific findings.  The title is a 'must-have' for everyone working within the food industry.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


Facebook IconTwitter IconYoutube IconLinkedIn Icon

The Weekly Mix

Operations Weekly Logo

Written by Snack Food & Wholesale Bakery editors, our Operations Weekly weekly enewsletter provides bakers and snack food manufacturers with up-to-the-minute news, ideas and industry trends.

Sign up today!