Smart Balance changes name and HQ as part of mission to build health & wellness empire

In early October, Smart Balance unveiled plans to split into two business segments, move its HQ to Boulder, CO, and change its name to Boulder Brands as it moved “from a single‐brand, single‐category model to a comprehensive, natural brands‐based, balanced portfolio”.​

The New Jersey-based firm, which snapped up gluten-free expert Udi’s Health Foods in June in a $125m deal, said it was on a mission is to become “the leading health and wellness company building out and acquiring natural brands​”.

Under the re-organization, bosses established two divisions: Smart Balance and Natural Brands.

The Smart Balance unit comprises Smart Balance heart-healthy spreads and beverages and is led by John Becker; the Natural Brands unit comprises Earth Balance vegan foods, Glutino gluten-free products and Udi’s branded products (also strong in gluten-free), and is  led by TJ McIntyre.

Smart Balance changes name and HQ as part of mission to build health & wellness empire​