Flowers Foods Acquires Simple Mills from Vestar Capital Partners

Brand Holdings, LLC Acquires Simple Botanics

March 30, 2021

E-Commerce

Brand Holdings, LLC, a Pittsburgh-based holding company backed by Kidd & Company and T-street Capital, has acquired Simple Botanics, a direct-to-consumer herbal tea and organic bar brand. This is Brand Holdings’ second acquisition as it builds a DTC e-commerce portfolio alongside Dr. Emil Nutrition; the firm will partner with founder Kimberly Crupi Dobbins to expand product assortment and accelerate growth across retail channels.

1-800-FLOWERS.COM, Inc. Acquires Vital Choice

October 27, 2021

Food & Beverage

1-800-FLOWERS.COM, Inc. has acquired Vital Choice, a premium wild-caught seafood and organic foods e-commerce brand, adding more than 400 "better for you" food items to its gourmet foods assortment. Vital Choice will operate as a wholly owned subsidiary and Lakeside Partners acted as exclusive financial advisor to Vital Choice.

Violet Foods (Amphora Equity Partners) Acquires Muir Glen Brand from General Mills

January 27, 2026

Food & Beverage

Violet Foods LLC, a portfolio company of Amphora Equity Partners, has acquired the Muir Glen brand of organic tomato products from General Mills. The acquisition, terms undisclosed, is an add-on that expands Violet Foods' tomato and sauce portfolio while allowing General Mills to divest a non-core brand and focus on faster-growing categories.

Delaware Valley Floral Group Acquires Marvin's Flower Gardens

November 3, 2025

Consumer Products

Delaware Valley Floral Group (DVFG) has acquired family-owned Marvin's Flower Gardens, a wholesale florist based in Indianapolis, to expand DVFG's presence in the Midwest. The Feldman family will remain involved in the business while Marvin's customers gain access to DVFG's product selection, logistics network, and e-commerce tools.

Valnet Inc. Acquires Simple Flying (SimpleFlying.com)

December 22, 2021

Media & Entertainment

Valnet Inc. has completed the acquisition of Simple Flying, a leading online publisher for aviation news and content founded by Arran Rice. The acquisition will integrate Simple Flying into Valnet’s portfolio of digital publishing brands to expand its presence in the aviation vertical and build on the site’s large audience and brand authority.

Smart for Life, Inc. Acquires Purely Optimal Nutrition

April 8, 2024

Food & Beverage

Smart for Life, Inc. (Nasdaq: SMFL), a publicly held nutraceuticals holding company, entered a definitive agreement to acquire Purely Optimal Nutrition, a North America-focused eCommerce nutraceuticals company. The acquisition is expected to close within eight weeks, and Smart for Life said the deal will expand its product offering, drive additional revenue (Purely Optimal is estimated to generate over $8 million in revenue and ~$1 million in Adjusted EBITDA) and create economies of scale across its operations.