Food Business News - January 19, 2021 - 11

for continued growth in the Midwest. We
are confident this transaction will drive
long-term value creation for our shareholders and help position Utz for continued long-term growth. "
Chicago represents the fourth largest
salty snack market in the United States with
approximately $688 million in annual retail
sales, growing approximately 9% in the 52
weeks ended Nov. 29, 2020, according to Information Resources Inc. Utz plans to leverage Vitner's 55 direct-store delivery routes to
grow its own brands in the grocery, drug and
up-and-down street channels of the Chicago
metropolitan and Northwest Indiana areas.
Utz brands include On the Border, Zapp's,
Golden Flake, Good Health, Boulder Canyon,

UPFIELD, CALIFIA FARMS AND BOB'S RED MILL

Trend forecaster pegs 2021
as the year of vegan baking

NEW YORK - The market for vegan baking
is expected to continue growing in 2021,
fueled by concerns about animal welfare,
environmental issues and better ingredients.
WGSN, an Ascential-owned trend
forecasting company, examined data from
social media and online retail sales and
found social media conversations around
baking increased 12% in 2020. Conversations around vegan baking jumped 35%.
" So many more people started baking
in general because of pandemic lockdowns and wanting to bring comfort into
their lives, " said Kara Nielsen, director
of WGSN's food and beverage platform.
" There have been a lot of reasons why this
was a great year to look at vegan baking. "
Consumers are seeking inspiration
from plant-based recipe sites and social
media influencers. Recipes include cakes,

January 19, 2021

cupcakes, and seasonal desserts featuring
ingredients like vegan chocolate, coconut
oil, vegetable spreads and oat and nut
milk. Some of the animal-based ingredients replaced in vegan baking include
milk, eggs, cheese and butter.
" We're seeing lots of recipes and tips
for helping home consumers who are
befuddled learn how to use these ingredients, " Ms. Nielsen said.
Influencers are using ingredients like
coconut sugar and dates for sweetness, nut
butters as binders, and flax and chia seeds
rehydrated for moisture. The recipes often
overlap with gluten-free, grain-free, keto,
paleo and other specialty diets, bringing
more consumers into the vegan baking fold.
" We project brands will start using
more dairy alternatives, like what home
baking influencers are doing, " Ms. Nielsen
said. " We expect more oat milk to be used

Hawaiian Brand, Tortiyahs! and Utz.
Vitner's generated net sales of $25 million in the 12 months ended Sept. 27, 2020.
The purchase price represents a multiple of
approximately 5.9x the brand's pro forma
adjusted EBITDA of $3.4 million assuming
approximately $5 million in net present value from expected tax assets resulting from
the transaction.
" We are thrilled to see the Vitner's
brand, established almost 95 years ago,
become part of the Utz Brands, Inc. platform, " said Barry Levin, CEO of Snak King.
" Utz will be able to leverage its world-class
family of brands and expertise in DSD operations to help Vitner's continue to serve
the Chicago market. " FBN

Popular vegan recipes
include cakes, banana
bread, cupcakes and
seasonal desserts.

©LAVRENKOVA - STOCK.ADOBE.COM

Utz a more significant competitor in the
Chicago area, " said Dylan Lissette, chief
executive officer of Utz. " Combined with
our recently announced acquisition of
the On the Border tortilla chip, salsa and
queso brand, we create a strong brand
platform to better serve the primary salty
snack channels and continue to expand
rapidly in this important growth market.
This transaction is a continuation of our
strategy to successfully build long-term
value and share by expanding in major
metropolitan areas, like we did in New
York City in 1994, Boston in 2004, Pittsburgh in 2006 and Atlanta in 2011.
" This acquisition strengthens our
competitive position and will be a spark

as a beacon ingredient in recipes and in
packaged goods. "
The rise of new plant butter alternatives made from nuts or oats has helped
support more vegan baking at home.
Upfield US, Inc. launched a Country Crock
plant butter made with almond oil that is
promoted for baking. Califia Farms offers
plant butters made with olive oil and avocado oil, and Kite Hill offers a plant butter
made with almond milk.
Egg alternatives also are creating opportunities for home bakers. Bob's Red Mill
offers a gluten-free vegan egg alternative
made with potato starch and tapioca flour.
" Egg alternatives as industrial ingredients are going to be really powerful because
we already know how to bake with vegetable shortening, " Ms. Nielsen said.
Trend-forward retailers as well as specialty and natural brands have begun keying
into the vegan baking trend with prepared
and frozen treats. While vegan products
represent a small share of the baked foods
category, more options will hit shelves as the
trend moves beyond the kitchen, she said.
" Vegan baking is something more
people are embracing at home for themselves, " Ms. Nielsen said. " That is part of this
continuation of our kitchen skills that many
people learned and grew more comfortable
with last year. I think the players that stand
to benefit the most, at least in the first part of
2021, are the ingredients that go into vegan
baking. " FBN
Food Business News

11



Food Business News - January 19, 2021

Table of Contents for the Digital Edition of Food Business News - January 19, 2021

Food Business News - January 19, 2021 - 1
Food Business News - January 19, 2021 - 1
Food Business News - January 19, 2021 - 2
Food Business News - January 19, 2021 - 3
Food Business News - January 19, 2021 - 4
Food Business News - January 19, 2021 - 5
Food Business News - January 19, 2021 - 6
Food Business News - January 19, 2021 - 7
Food Business News - January 19, 2021 - 8
Food Business News - January 19, 2021 - 9
Food Business News - January 19, 2021 - 10
Food Business News - January 19, 2021 - 11
Food Business News - January 19, 2021 - 12
Food Business News - January 19, 2021 - 13
Food Business News - January 19, 2021 - 14
Food Business News - January 19, 2021 - 15
Food Business News - January 19, 2021 - 16
Food Business News - January 19, 2021 - 17
Food Business News - January 19, 2021 - 18
Food Business News - January 19, 2021 - 19
Food Business News - January 19, 2021 - 20
Food Business News - January 19, 2021 - 21
Food Business News - January 19, 2021 - 22
Food Business News - January 19, 2021 - 23
Food Business News - January 19, 2021 - 24
Food Business News - January 19, 2021 - 25
Food Business News - January 19, 2021 - 26
Food Business News - January 19, 2021 - 27
Food Business News - January 19, 2021 - 28
Food Business News - January 19, 2021 - 29
Food Business News - January 19, 2021 - 30
Food Business News - January 19, 2021 - 31
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Food Business News - January 19, 2021 - 33
Food Business News - January 19, 2021 - 34
Food Business News - January 19, 2021 - 35
Food Business News - January 19, 2021 - 36
Food Business News - January 19, 2021 - 37
Food Business News - January 19, 2021 - 38
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Food Business News - January 19, 2021 - 40
Food Business News - January 19, 2021 - 41
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Food Business News - January 19, 2021 - 47
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Food Business News - January 19, 2021 - 53
Food Business News - January 19, 2021 - 54
Food Business News - January 19, 2021 - 55
Food Business News - January 19, 2021 - 56
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