Peppersmith MD Mike Stevens said the deal will lead to investment for NPD and marketing

Sugar free chewing gum business Peppersmith has been bought by Health Made Easy (HME), the parent company of organic food wholesaler Tree of Life.

The supplier, which produces 100% xylitol mints and gums, is currently listed in Morrisons, Sainsbury’s, Waitrose and Holland & Barrett.

It was acquired by the Newcastle-under-Lyme business for an undisclosed amount, amount comes after the health group purchased vitamin brand Higher Nature earlier this year.

Peppersmith MD Mike Stevens, who will remain at the company, said that the deal will lead to investment for NPD and marketing.

“This is great news for the company as it gives the brand more resources, more knowledge and more access to retailers large and small who are invested in growing a healthier product range,” he commented.

“The whole team is excited about taking what we do to the next level which will include more products, more marketing and a significant step up in sales.”

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The acquisition of the chewing gum started was officially completed last month.

John Weaver, director of HME said: “Peppersmith presents an excellent opportunity to take on a brand that is innovative, highly ethical and clean.

“As the sugar free market continues to grow, we will be investing in the brand and using our resources to build Peppersmith’s momentum in the health & wholefood and grocery channels.

“This is in line with Health Made Easy’s broader vision that by building a family with some of the best players in their fields, the group can create a stronger presence in health and wellbeing; one of the fastest growing categories in British grocery”.