BFY Gen-X, Millennial Opps: Sahale Snacks acquired by Second Nature Brands (Score 6)
Sales lead: The acquisition may lead spend shits & agency appointments. .png)
- Sahale Snacks has been acquired by Second Nature Brands.
- The company purchased Sahale from J.M. Smucker for a reported $34m.
- The transactions includes all of Sahale's trademarks, a manufacturing facility, and about 100 employees.
Target demographic: Gen-X & millennials
The brand will likely:
- Seek agency partners
- Ramp ad spend back up
- Try new ad channels
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Sahale spent approximately $442.1k on digital display ads YTD, just 62% of the $709.3k spent in this channel during the same time period of 2022.
- YTD data: 58.2m impressions via Facebook (53%), YouTube (20%), desktop display (14%), and Instagram (13%).
- 2021-2022 spend: Full-year spend equaled $1.2m in 2021 and 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, walmart.com, and instagram.com.
Agency analysis:
- Opportunity: Reach out now because you may be able to pick up some of Sahale's business now that it is under new ownership.
- I recommend offering a full range of services because Sahale does not currently work with any agencies to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
