Amplify Snack Brands

Amplify Snack Brands, a key player in the 'better-for-you' snack food sector, was established in 2014 as a platform to scale emerging snack brands. The company's origins trace back to the success of its flagship brand, SkinnyPop, which was founded in 2010 by Andy Friedman and Pam Netzky in Skokie, Illinois. Friedman, a lawyer, and Netzky, a former stockbroker, had prior entrepreneurial experience in the popcorn industry with their Wells Street Popcorn brand. They identified a market opportunity for a healthier, ready-to-eat popcorn that was free from major allergens and artificial ingredients. Their journey began by cooking the popcorn in their kitchens and selling it locally, eventually expanding to national retailers like Whole Foods.

The significant growth of SkinnyPop attracted private equity firm TA Associates, which acquired a majority stake in 2014 and formed Amplify Snack Brands as the parent company, with Tom Ennis, a former president at Oberto Brands, appointed as CEO. This strategic move positioned Amplify for rapid expansion through acquisitions. The company went public with an IPO in August 2015, raising $270 million. Following its public offering, Amplify executed a series of acquisitions to diversify its portfolio, including the purchase of Paqui, a brand of non-GMO tortillas and chips, in 2015, and the UK-based crisp manufacturer Tyrrells in 2016. Oatmega, a protein bar company, was also added to its holdings.

Amplify's business model centers on acquiring and scaling snack brands that cater to health-conscious consumers. Its primary product, SkinnyPop Popcorn, is marketed as being low in calories and made with simple, clean ingredients. The product line has expanded from its original ready-to-eat popcorn to include microwave popcorn, popcorn cakes, and popcorn puffs, all adhering to the brand's 'simple, clean, and delicious' ethos. The company generates revenue by selling these packaged snacks through a wide range of retail channels, including grocery stores, convenience stores, and mass merchandisers across North America and the United Kingdom. In a major industry development, The Hershey Company acquired Amplify Snack Brands in 2018 for approximately $1.6 billion, integrating Amplify's portfolio into its broader snack division to strengthen its position in the savory snack market.

Keywords: better-for-you snacks, SkinnyPop, consumer packaged goods, popcorn, snack food, Paqui, Tyrrells, CPG, food and beverage, savory snacks