The Peppersmith brand is the UK’s market leader in sugar-free, 100% xylitol mints and gum. The business was formed in 2009 as an alternative to existing synthetic chewing gum and mint offerings.
Health Made Easy also owns the wholesaler Tree of Life, and vitamin brand Higher Nature. It acquired the latter in January 2018 as part of a move into consumer goods.
John Weaver, director of Health Made Easy, explained why the Peppersmith brand was attractive to them.
“Peppersmith presents an excellent opportunity to take on a brand that is innovative, highly ethical and clean,” he said. “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.”
Mike Stevens will stay on as the managing director of the Peppersmith business. He said: “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. 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.”
Peppersmith is available in Morrisons, Sainsbury’s, Waitrose and Holland & Barrett, as well as health and wholefood retailers. Earlier this year, it announced two new nationwide listings in Morrisons and BP.