Suja Backer ACG Invests in Way Better Snacks

acg-logoFresh off the sale of Krave Jerky and the public offering of Shake Shack, consumer products fund ACG has put an undisclosed amount of money behind sprouted-grain platform Live Better Brands, which makes Way Better Snacks.
Started by Hain Celestial sales veteran Jim Breen, Way Better has recently expanded from snack chips to include pita crisps and crackers. All of the company’s products feature sprouted whole grains, which increase their nutritional profile.
ACG, which was the sole investor in the financing round, will have a board presence after the transaction. Trevor Nelson, a managing partner at ACG, told BevNET that the brand “has a huge opportunity to emerge as the clear leader in next generation tortilla chips.”
Press release is below:

MINNEAPOLIS–(BUSINESS WIRE) — Live Better Brands, makers of the addictively delicious Way Better Snacks brand of natural tortilla chips and crackers, announces a minority growth-equity investment from Alliance Consumer Growth (ACG), a leading consumer-focused private equity firm. The ACG investment will enable Way Better to accelerate nationwide product distribution, expand new product development and continue generating consumer awareness and adoption.

Founded in 2011 by consumer product entrepreneur and industry veteran Jim Breen, Way Better Snacks makes delicious and better-for-you tortilla chips and crackers. All Way Better Snacks products feature bold flavors, premium quality non-GMO ingredients that are high in nutrients and made with sprouted whole grains.

Other notable companies that ACG has successfully partnered with include KRAVE Jerky (subsequently acquired by The Hershey Company), EVOL Foods (subsequently acquired by Boulder Brands; NASDAQ: BDBD) and Shake Shack (which recently completed an IPO as NYSE: SHAK).

“We are very excited to partner with ACG to take our business to the next level,” said Jim Breen, founder and CEO of Way Better Snacks. “We believe ACG’s expertise, particularly in targeting health-minded consumers who demand more out of their snack foods, will be very valuable as we look to accelerate our growth and further develop our brand.”

“Way Better is a true leader and innovator in the premium natural snacks category. We are thrilled to work with Jim and his outstanding team to help grow the brand,” said Trevor Nelson, Managing Partner at ACG. “Way Better is exactly the type of next-generation, high-growth brand that we look to partner with.”

“Way Better has the rare opportunity to create the best tasting snacks while also being the healthiest,” said Julian Steinberg, Managing Partner at ACG. “We believe this combination will be game-changing for consumers nationwide and we can’t wait to partner with Jim Breen and his colleagues at Way Better to build on their success.”

Adding further to the momentum at Way Better Snacks, the Company recently hired Barney Acselrod as the executive vice president of sales. Acselrod has extensive experience working with high-growth consumer brands having prior leadership sales positions with Snapple, Vitamin Water, PopChips and Bai Brands before joining Way Better Snacks.

About Live Better Brands, LLC

A pioneer in the natural food industry, Live Better Brands produces natural snacks under the Way Better Snacks brand. We are guided by a simple premise and steadfast promise: to make products that people can feel good about eating and sharing with others. This is done by sourcing high quality ingredients and sprouting as many of them as possible. Today, Way Better Snacks are available at fine retailers throughout Canada and the United States. For more information visit

About Alliance Consumer Growth

Alliance Consumer Growth is a private equity fund which provides growth capital and value-added partnership to the most promising emerging consumer, retail and restaurant brands. Current investments include Babyganics, The Honest Kitchen, Kriser’s Natural Pet, Shake Shack (NYSE: SHAK), Suja Juice, barkTHINS, PDQ Restaurants and Way Better Snacks. Prior investments include KRAVE Jerky (acquired by The Hershey Company), EVOL Foods (acquired by Boulder Brands) and Plum Organics (acquired by Campbell Soup Co.)