Private Equity Company Acquires Two Heritage Brands from General Mills

Eagle Family Foods Group LLC is acquiring the Helper and Suddenly Salad businesses from General Mills, Inc., Minneapolis, for approximately USD610m. Net sales for the two businesses raised to approximately USD235m in fiscal 2021, according to General Mills.

Helper and Suddenly Salads are both packaged instant foods based on carbs and vegetables and they are part of the Betty Crocker brand owned by General Mills.

“The Helper and Suddenly Salad brands, with strong heritage and high consumer awareness, are a perfect fit for what Eagle does best — investing in, innovating, and revitalizing brands to drive growth and nurture them to reach their full potential,” said Bernard Kreilmann, chief executive officer of Eagle Family Foods Group.

The acquisition will expand the Eagle Family Foods Group’s position by adding meals and sides to its other businesses in snacks and baking. Brands owned by the company include Eagle sweetened condensed milk and evaporated milk, Magnolia sweetened condensed milk, PET milk, Milnot evaporated milk, Popcorn Indiana, and Cretors Popcorn.