brekki overnight oats acquired by Cedar’s Foods executive team

The executive team of Cedar’s Foods has acquired the US-based ready-to-eat overnight oats producer brekki for an undisclosed sum.

Beverage industry veteran Greg Peyser founded the oats producer in San Diego in 2017. It takes its name from an Australian slang term for breakfast.

Its product portfolio includes ready-to-eat (RTE), nutritionally balanced overnight oats. These include a mixture of rolled oats, ancient grains, fruit and almond milk.

Cedar’s Foods CFO Chris Gaudette said: “Our executive team is here to lend our expertise in the CPG space to help propel the brekki brand from a distribution and marketing standpoint.

“We’re looking forward to the opportunity to partner and help take brekki to a new level and make it as much a part of the breakfast tradition as orange juice.”

Reportedly, it manufactures all its products using plant-based ingredients free from gluten, soy and dairy.

Upon completion of the deal, it will continue to operate as an independent business entity.

However, its manufacturing and co-packing activities will move to Cedar’s Foods production facilities in Haverhill, Massachusetts.

Peyser will continue as sales director.

Peyser said: “When we started brekki our mission was simple: deliver a nutritionally balanced product that tastes great and is made of simple, plant-based ingredients.

“Our team will be able to tap the Cedar’s Foods’ executive team’s vast experience and expertise to ultimately get oats out of the pantry and put brekki in more households.

“Collectively, we can take brekki to a new level and make it a product that can satisfy consumers from breakfast to lunch to dinner to anytime in between.”