1440 Foods, a portfolio of sports and active nutrition brands, announced the acquisition of FITCRUNCH, a protein bar brand, from celebrity chef Robert Irvine, Union Capital Associates, L.P. and its founders. FITCRUNCH’s chief executive officer Patrick Cornacchiulo will become chief executive officer of 1440. Financial terms of the private transaction were not disclosed.

FITCRUNCH was founded in 2012 by Bakery Barn, a high-quality active nutrition manufacturer, and Robert Irvine. FITCRUNCH’s growing assortment of high-protein snacks, including bars, wafers and powders caters to fitness enthusiasts and everyday consumers looking to enhance their diets.

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“FITCRUNCH has cemented its position as a leading active nutrition brand through strong performance across retail channels in a highly fragmented and growing market,” said Cornacchiulo. “We are thrilled to join the 1440 Foods platform and to bring together two talented teams with deep experience in the nutrition category, retail, branding, and manufacturing. FITCRUNCH and 1440 products enjoy industry-leading loyalty, and combining our portfolios and innovation capabilities will help reach more consumers on more occasions and in more channels. I look forward to leading the company through its next chapter of growth.”

FITCRUNCH is a highly complementary addition to 1440 Food’s portfolio, including Pure Protein, MET-Rx, and Body Fortress, which continue to experience meaningful growth across retail channels since 4x4 Capital acquired the business in 2021.

“1440’s vision is built on four pillars: strong brands, a complete product portfolio, deep retailer relationships and efficient operations,” said Alex Medicis, 4x4 capital co-founder and chairman of the 1440 Foods Board of Directors. “FITCRUNCH brings additional strength in all these areas to help shape the future of ‘better for you’ snacking and meal replacement. Active nutrition is one of the fastest growing categories within grocery as more people look for flavorful and functional nutrition - whether in the gym, at home, or on the go. We look forward to working with Patrick and the team to further our mission of helping consumers in their search for a healthier lifestyle.”