Sweetener Consolidation: Heartland Expands Portfolio with Major M&A Deal

Heartland Food Products Group has agreed to acquire the Americas business of Whole Earth Brands, Inc., combining several established sweetener and sugar-reduction brands in a move designed to strengthen its market position.

The deal brings Equal, Whole Earth, Swerve, and Chuker brands—operating across North America and Latin America—under Heartland's existing portfolio, which already includes Splenda, SlimFast, and Java House. Financial terms were not disclosed.

Strategic Rationale

The acquisition combines products spanning tabletop sweeteners, natural alternatives, foodservice, beverages, and B2B ingredient channels. Heartland operates a vertically integrated manufacturing network and emphasized the combined entity's ability to accelerate innovation across retail, e-commerce, and international distribution.

"The acquisition of Equal® and Whole Earth® Brands Americas is another transformative milestone for Heartland and further advances our mission to help people live happier, healthier, and longer lives by making it easier to reduce sugar," said Ted Gelov, Chairman and CEO of Heartland Food Products Group. "Equal® is one of the most iconic brands in the history of the sweetener category, while Whole Earth® has established a strong position in plant-based and natural sweetener solutions. Together with Splenda®, these brands create an unparalleled platform to lead the future of sugar reduction and wellness-focused innovation."

Portfolio Expansion

Since acquiring Splenda in 2015, Heartland has broadened the brand into plant-based sweeteners, creamers, nutritional beverages, liquid enhancers, coffee, and wellness products. The company has also invested in domestic stevia production—a next-generation sweetener technology and supply chain initiative.

Gelov added: "Heartland has consistently demonstrated its ability to innovate, manufacture, and grow leading consumer brands. We believe this combination creates exciting opportunities for customers, retail partners, consumers, and employees while strengthening domestic manufacturing and innovation leadership in the sweetener category."

Heartland said it plans to expand natural and plant-based offerings under both Whole Earth and Splenda brands while supporting Equal's growth in the Americas.

Why It Matters

For operators, this consolidation simplifies sweetener sourcing, as three major brand families now funnel through a single supplier. The deal signals accelerating consolidation in the reduced-sugar category—a growth area as consumer demand for healthier formulations continues. Foodservice and ingredient suppliers should monitor how Heartland leverages its manufacturing footprint and R&D capabilities to drive innovation and pricing in an increasingly competitive space.

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Written by FBM Publications Editors