Here is the press release issued by the company announcing the rebranding:
Passionate Entrepreneurs And Industry Veterans Launch The Safe + Fair Food Company
Brand Will Address Drastically Growing Demand for Food Allergy Friendly Products to Accommodate the 17 Million People in the United States with Food Allergies
CHICAGO, May 3, 2017 /PRNewswire/ — Skeeter Snacks, well known for its line of nut-free products served in schools nationwide and on all JetBlue flights, is re-branding itself as The Safe + Fair Food Company. The company has a simple mission: to help the 17 million individuals with food allergies and their families live simpler lives by developing brands that are safe, accessible, fairly priced and delicious for everyone.
The Safe + Fair Food Company was founded by two friends, Dave Leyrer and Pete Najarian, whose children have serious food allergies. Frustrated with the state of allergy-safe food – expensive, hard to find and generally lacking taste – and understanding that the community of people with food allergies doubles every 10 years, the two believed they could change the lives of millions by starting the company they were shocked did not already exist.
When discussing the mission of The Safe + Fair Food Company, Leyrer notes, “We want to ensure we’re making snacks that are safe for our kids and taste great, as well.” With Najarian sharing, “It’s also important that our products be fairly priced, so that all families with food-allergic children can enjoy them.”
The team aims to take it a step further by destigmatizing allergy-safe food. Previously, products within this category were overlooked due to perceived poor taste. Through delicious and innovative options, The Safe + Fair Food Company intends to break this barrier, making it easier to help those without food allergies embrace the importance of creating an inclusive environment for their impacted family and friends.
The Safe + Fair Food Company started with a single brand, Skeeter Nut Free, and continues to execute against its vision by creating and acquiring great brands and products that share the core attributes of being Safe + Fair. The company recently acquired Mama Jess Organics, and has a near-in innovation pipeline that includes a variety of snacks and simple meal solutions to further the mission of making it easy and fun to be safe.
Who is Behind the Brand
Acre Venture Partners is the lead investor in the most recent round of funding, with Gareth Asten, a co-founder and general partner at Acre, serving as the chairman of Safe + Fair.
Will Holsworth, former SVP of marketing and strategy for PepsiAmericas, is the company’s CEO. At Pepsi, Holsworth also served as head of global strategy for Gatorade. In addition to his Pepsi experience, Holsworth has an impressive track record of building brands at the forefront of fast-growing categories; he was president and chief growth officer at MuscleMilk (sold to Hormel for $450mm) and Sambazon. The founders credit Holsworth with much of the momentum behind the company’s expanded vision and strategy.
“I’m incredibly grateful and excited to have the chance to be part of the next chapter of The Safe + Fair Food Company,” said Holsworth. “Given the magnitude of food allergies and the increase of families dealing with them in the U.S., we have both an opportunity and responsibility to create a positive impact.”
For more information about The Safe + Fair Food Company, please visit www.safeandfair.com.
ABOUT THE SAFE + FAIR FOOD COMPANY
Formerly Skeeter Snacks LLC, The Safe + Fair Food Company was founded in 2013 by two friends, Dave Leyrer and Pete Najarian, both with kids that have food allergies. Their vision was to create a wide corridor of safety and transparency around their own (and other) kids with food allergies through great tasting, safe foods at fair prices. The company’s first brand was Skeeter Nut Free with snack products found at retailers, at schools across the country, and on every JetBlue flight. In the future, the company plans to build and acquire more brands that make it easy and fun for families and communities to snack safe. Learn more at: www.safeandfair.com.