Wells Enterprises to purchase Halo Top brand
This purchase expands Wells’ current portfolio to five distinct brands.
Wells Enterprises, Inc., Le Mars, Iowa, signed a purchase agreement with Eden Creamery, LLC, Los Angeles, to acquire the Halo Top brand. This purchase expands Wells’ current portfolio to five distinct brands.
“Halo Top disrupted the ice cream category by providing a high-protein, low-sugar, low-calorie dessert that gave consumers a reason to purchase ice cream as a treat again. Halo Top met a consumer need that no one else in the category was serving. We feel it is a good fit for the Wells portfolio, as we look to broaden our offerings for consumers,” says Mike Wells, president and CEO. “Wells has been making ice cream products for over 100 years. We have the sales and marketing expertise, but more importantly the passion, to help grow this brand even further. We love ice cream, and will leverage Halo Top’s brand equity and awareness to help grow it.”
“We’re thrilled to join the Wells family. As Halo Top continues to mature, Wells’ expertise in everything from operations to managing brands to making ice cream products for over a century, will help Halo Top become an even better product and stronger brand,” says Justin Woolverton, founder and CEO. “On top of that, Wells simply does things the right way – something that has been at the forefront for us when looking at potential acquirers.”
Wells also agreed to license the Halo Top brand outside of the United States and Canada to a new company that Doug Bouton, president and COO of Halo Top, will operate after closing.