VMG Partners finishes $340m Pretzel Crisps exit


Consumer-focused private equity firm VMG Partners has completed the $340m sale of Pretzel Crisps maker Snack Factory to strategic buyer Snyder’s-Lance.

VMG bought into Pretzel Crisps in 2009 with the intention of growing the company through its experience in branding, events, social media and e-commerce.

The business was launched in 2004 by snack food entrepreneurs Sara and Warren Wilson.

VMG managing director Michael Mauze said, “The opportunity to help develop Pretzel Crisps illustrates VMG’s ability to work with creative individuals who have a vision for the companies they founded.

“We utilised the full resources of VMG’s toolbox to build the company in partnership with the Wilsons and it has resulted in a very successful investment for our investors.”

VMG, which focuses on lower mid-market consumer product makers, has more than $700m of capital under management.

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