Lentil pasta model finds new proprietor

TORONTO — International Meals and Components Inc., a Canadian plant-based meals and components firm, has acquired Bentilia, a model of lentil pasta providing a full line of gluten-free merchandise. Monetary phrases of the transaction weren’t disclosed.

Based in 2014 by Alnoor Sheriff, Bentilia’s merchandise are all constituted of lentil flour. Bentilia additionally affords a line of “Zimmunity” pasta merchandise that embody proprietary nutrient-dense components reminiscent of shiitake mushrooms, kale, broccoli and spinach. Bentilia is bought via a number of specialty well being and wellness chains in Canada and the US, in addition to via its on-line direct-to-consumer web site.

“We consider that our acquisition of the Bentilia model will place us extraordinarily properly to seize important market share in what’s a excessive progress class for retailers within the US and Canadian markets,” stated David Hanna, President and CEO. from GFI. “The Bentilia product line not solely has well-established benchmarks for well being and wellness on this area, however we additionally consider it is going to be capable of meet the excessive style expectations as properly.”

Following the acquisition, GFI stated it’s targeted on constructing Bentilia’s distribution platform by increasing to different well being and wellness-focused brick-and-mortar retailers, significantly within the states. -United. GFI additionally plans to drive demand via a large-scale digital and area advertising and marketing strategy to additional improve model consciousness.

“Bentilia has been capable of create a cult following within the plant-based pasta area because of its distinctive dietary profile mixed with what is a good tasting product,” stated Prashant Jairaj, Vice President of Shopper Merchandise at plant base at GFI. “We’re assured that with our aggressive distribution technique, mixed with an expansive shopper advertising and marketing strategy, we are going to leverage this momentum to drive adoption amongst households trying so as to add extra plant-based meals to their weight-reduction plan. their meals.”

GFI stated it is going to supply and course of pink lentil flour – the important thing ingredient within the Bentilia product portfolio – at one in every of its 4 processing vegetation in western Canada. The flour will then be milled utilizing GFI’s pea splitting and milling capabilities, the corporate stated.

Based mostly in Toronto, GFI is organized into 4 essential enterprise segments: Pea Protein Components, Plant-Based mostly Components, Plant-Based mostly Pet Meals Components and Shopper Packaged Items. plant origin. The corporate buys straight from its huge community of farmers, processes its merchandise domestically at its 4 wholly-owned processing vegetation in Saskatchewan and Alberta, and ships to 37 international locations world wide.