Second Nature Brands announces CEO successor
Adam Butler spent over 17 years at Kraft Heinz in a range of leadership roles.
Adam Butler. Courtesy of Second Nature Brands
Second Nature Brands, manufacturer of snacks and treats focused on better-for-you and permissible indulgence, announced that Adam Butler has been appointed as its new chief executive officer, effective this August. Butler will succeed Vic Mehren, who has served as CEO since 2019 and who will remain involved through a leadership transition period ending in July.
A portfolio company of CapVest Partners LLP, Second Nature Brands is headquartered in Michigan and owns a growing portfolio of brands including Kar's Nuts, a trail mix snack; Second Nature Snacks, maker of natural, non-GMO-verified snack mixes; Sahale Snacks, which produces glazed nut and fruit mixes; Sanders, purveyor of small-batch, kettle-cooked sea salt caramels and Bumpy Cake; and Brownie Brittle, a crispy brownie snack.
Butler most recently served as CEO of Insignia International, a global, diversified food company, where he led its rebranding and strategic transformation from Flagship Food Group. Under his leadership, Insignia reportedly developed a new growth strategy focused on both organic expansion and targeted acquisitions.
Prior to that, Butler spent over 17 years with Kraft Heinz, where he held a range of senior leadership roles and played a role in revitalizing several of the company’s brands through innovation, operational improvement, and strategic repositioning, Second Nature Brands says.
Over the past several years, Second Nature Brands has invested significantly in its manufacturing footprint to expand production capacity. It has built a substantial support facility in Chicago and developed a centralized distribution infrastructure to manage its rapid expansion. It has fully integrated three large acquisitions (Voortman, Brownie Brittle, and Sahale Snacks), strengthening its position as a multi-brand platform, according to the company. The business has also invested heavily in its ERP systems to streamline supply chain operations and enhance operational agility across the organization.
“I’m delighted to be joining such a dynamic and successful industry leader," says Butler. “Second Nature Brands has a strong portfolio, a talented team, and a 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.”
“Leading Second Nature Brands has been the highlight of my career,” says Mehren. “We’ve built something truly special—an incredible team, a values-driven culture, and a business that’s positioned to keep winning. I’m proud of what we’ve achieved together and confident that now is the right time to pass the baton. Adam is the right leader to take SNB into its next chapter, and I’m excited to support him through a smooth transition.
Under Mehren’s leadership, Second Nature Brands reportedly transformed from a $190 million heritage business into a $500 million+ snacking leader with a modern portfolio of brands, expanded operational scale, and a strengthened foundation for growth.
The leadership transition will include a period of close collaboration between Mehren and Butler through the end of July to aim to ensure a smooth handover.
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