Enjoy Life Foods Brand

Enjoy Life Foods Brand

Enjoy Life Foods is a company that specializes in the production of gluten-free products. It was started in 2000 by Scott Mandell while he was still a student at the Kellogg School of Management. They initially began with 12 bakery products and then two years later rebranded by introducing a new logo, new products and expanding distribution to Canada. In 2005, the company received their first independent gluten-free accreditation from the GFCO. A year later, they moved base to a larger production center to accommodate a growing demand from consumers.

This company offers a total of 46 different allergy-friendly items including snack bars, cookies, fruit mixes, snack chips and chocolate bars among others. They have the largest allergy-friendly baking facility in North America, covering an area of 200,000 square feet. It’s located in Jeffersonville, Indiana.

From 2007 to 2010, Enjoy Life Foods was listed by Inc. magazine as one of the “Fastest Growing Private Firms” in America. They retained the title for 4 consecutive years. They also launched a new line of salty snacks called Plentils in 2012, and another one known as Grab & Go products.

Acquisition

Enjoy Life Foods was acquired by Mondelez International in 2015, the latter also being the owner of other popular food brands such as Oreo and Cadbury. Though official terms of the acquisition were not announced by either firm, as Mondelez continues focusing on driving growth for snack products, their acquisition of Enjoy Life Foods would be a strategic fit for them. This according to Mark Clouse, the company’s Chief Growth Officer.

He further adds that the Enjoy Life Foods brand will expand their portfolio into the lucrative, on-trend market sectors and also provide an excellent platform in which to make these tasty offerings available to customers with special dietary needs, or those searching for healthy lifestyle options both in the U.S. and beyond.

Mondelez believes that their acquisition offers an excellent opportunity for brand expansion, given that their subsidiary firm has a loyal customer base which is also engaged with it. They are excited about the merger’s future prospects and the management team that will be heading it. They shall also be able to share expertise, learn from experience and accelerate growth quickly. While Mr. Mandell and other members of the Enjoy Life Foods board will still continue running the company, ELF shall largely operate as a distinct, fully-owned subsidiary of Mondelez.

The company has its own facility with strict protocols for keeping items free of gluten, dairy, nuts, soy and other allergens. Therefore, consumers should not be concerned about safety or health issues since everything has already been taken care of.

Acquisition by a multinational corporation adds greater distribution capacity, better marketing reach and also opens up funds for both research and development. Mondelez will offer Enjoy Life Foods the ability to reach international markets, obtain more shelf space and increase innovation. There are also reports that Enjoy Life is looking to launch a new product line in the upcoming Expo West organic foods show.

There are many snack food companies out there for acquisition, but Mondelez has a particularly keen interest in the allergen-free market. Whereas other large corporations have adopted a hands-off approach when buying respected natural food companies, this has not applied to them since they are involved in the day-to-day operations of Enjoy Life Foods.

Gluten-Free Diet

Gluten is a protein compound commonly found in barley, wheat, and rye products. There are people who are sensitive to it and may react negatively after exposure. For such individuals, maintaining a gluten-free diet is the best solution. The company wants to help everyone enjoy safe, tasty treats and that’s why their baking center has been certified gluten-free by the renowned Gluten Free Certification Organization. They make cookies, snack bars, and other items under strict regulations, as well as perform routine checkups to ensure that all items are free from the gluten protein. When buying products that lack this compound, always remember that “wheat-free” does not necessarily translate to “gluten-free”.

Some people eliminate it from their foods as a personal health choice, whereas others do it because they are suffering from celiac disease, and hence must follow a stringent gluten-free diet since it’s imperative for them to stay safe and healthy. All Enjoy Life Foods items are safe from the substance, thus making them suitable for a gluten-free diet.

For parents with kids living with autism, going gluten-free can help with improving alertness, sensory perception, pain awareness, and general behavior management. Though research is still ongoing on this matter, preliminary evidence shows that parents who tried this diet witnessed positive responses from their autistic children.

Why Enjoy Life Foods Doesn’t Use Oats

Oats are an odd type of grain once believed to contain some amount of gluten, but studies show that they actually don’t contain the volatile peptide sequence which exacerbates gluten intolerance. Nevertheless, they’re often grown, refined or stored near wheat based products and this may cause cross-contamination on many levels. For this particular reason, most Enjoy Life Foods products don’t contain oats. However, it’s still important to read the labels carefully and determine whether the foods are good for your body or not. Check for the gluten-free symbol on the packaging and review the ingredients list for wheat, barley, and rye.

One of Enjoy Life’s most recent launched products is the new ProBurst Bites and they are packed with 7 grams of healthy plant-based protein in each serving. These chocolate truffle-like bites make the perfect gluten-free snack. They are also packed with energy.

Donations & Support

As a company policy, Enjoy Life Foods regularly shares information, vouchers and samples of their allergen-free products with those who require them. They mainly support non-profit organizations which help individuals with special dietary needs like Celiac Disease, sensitivities, and food intolerances, including members of the autistic community who largely benefit from the gluten-free diet. While the company accepts donations from anybody who’s willing to give, currently they have reached their maximum donation capacity for the November 2016 through January 2017 period. But members of the public are still invited to future Enjoy Life Foods events. You can check their website for more information regarding upcoming events in your area.

Sources

• http://www.bakingbusiness.com/articles/news_home/Business/2015/02/Mondelez_acquires_Enjoy_Life_F.aspx?ID={838AA569-FF5B-4798-A576-06F50F7944C4}&cck=1
• http://www.godairyfree.org/news/enjoy-life-foods-acquired-by-mondelez-international
• https://enjoylifefoods.com/free-from-living/gluten-free/
• https://enjoylifefoods.com/meet-us/our-history/