Mondelēz International will operate Hu as a separate business to nurture its entrepreneurial spirit
Mondelēz International has announced that it has acquired Hu Master Holdings, the parent company of Hu Products, a fast-growing US-based snacking company offering high-quality snacks made from simple ingredients.
Hu, which comes from the phrase “Get Back to Human”, is a purpose-led lifestyle brand with a devoted fan base.
The brand has become a category leader in premium chocolate in the United States. Mondelēz International made an initial minority investment in Hu in April 2019 through SnackFutures, it’s innovation and venture hub dedicated to unlocking emerging snacking opportunities.
As such, Mondelēz International will operate Hu as a separate business to nurture its entrepreneurial spirit and maintain the authenticity of the brand and culture, while providing resources to help accelerate Hu’s growth. Hu will continue to produce all products at current manufacturing facilities. Hu senior leadership will receive a contingent payment based on the future performance of the company.
Mondelēz International’s 2019 minority investment in Hu granted a right of first offer to acquire the company. Following a competitive bid for Hu, Mondelēz International successfully acquired 100 percent ownership of the brand.