Premium snacks and treats manufacturer Second Nature Brands has agreed to acquire Tillamook Country Smoker from Insignia Capital Group and its family shareholders.
The transaction marks the Chicago-headquartered company's first expansion into the protein snacks market, adding to its established portfolio of better-for-you snacking brands.
The acquisition arrives during a period of sustained consumer demand for portable, protein-dense options, with the broader meat snacks category currently valued at more than $5 billion. By integrating Tillamook Country Smoker into its operations, Second Nature Brands aims to scale the brand's retail footprint and leverage joint manufacturing and distribution capabilities across the United States.
The financial terms of the transaction have not been disclosed, and the deal is expected to close in the coming months, subject to customary closing conditions.
Category Entry and Product Portfolio
The acquisition introduces a high-growth, clean-label protein portfolio to Second Nature Brands' existing lineup, which includes Kar's Nuts, Second Nature Snacks, Sahale Snacks, Sanders, Brownie Brittle, and Voortman.
Tillamook Country Smoker is recognised for its focus on simple, all-natural ingredients and zero-sugar formulations. The brand's core product portfolio is manufactured to meet clean-label, on-the-go snacking standards:
🥩 Beef Jerky – High-protein, zero-sugar meat snacks seasoned with natural spices.
🥢 Beef Sticks – Portable, shelf-stable beef sticks developed for convenience channels.
🌭 Smoked Sausages – Premium smoked sausages crafted from simple, natural ingredients.
Operational Scale and Manufacturing Infrastructure
The transaction includes the acquisition of Tillamook Country Smoker’s physical production assets and workforce.
With annual sales exceeding $175 million, the company operates two manufacturing facilities in Oregon and employs approximately 480 people. Under the new ownership structure, these best-in-class processing assets will continue to serve as the primary production hub for the brand's meat snacks range.
According to Adam Butler, Chief Executive Officer of Second Nature Brands, the acquisition aligns with the business's focus on quality ingredients, innovation, and taste. He noted that the growing consumer demand for clean-label protein snacks presents opportunities to introduce Tillamook's portfolio to a wider audience by utilising the group's commercial resources and supply chain network.
Shane Chambers, Chief Executive Officer of Tillamook Country Smoker, added that the partnership with Second Nature Brands will support the brand's next phase of growth, pointing out that both organisations share a commitment to delivering high-quality, convenient nutrition.
Corporate and Portfolio Consolidation
The acquisition of Tillamook Country Smoker represents the latest step in Second Nature Brands’ ongoing portfolio consolidation strategy, which is backed by private equity firm CapVest Partners LLP.
Since 2022, the company has actively reshaped its snacking portfolio through targeted acquisitions to build a comprehensive, multi-category snack platform:
2022 – Completed the acquisition of bakery brand Brownie Brittle.
2023 – Acquired premium nut and fruit brand Sahale Snacks from J.M. Smucker.
2024 – Finalised the acquisition of sugar-free cookie manufacturer Voortman.
2026 – Agreed the acquisition of Tillamook Country Smoker to enter the protein snack sector.
To facilitate the transaction, Solomon Partners acted as the exclusive financial advisor to Second Nature Brands. The consolidated group will continue to focus its research and development on better-for-you snacking trends, helping retail and grocery partners drive volume growth and increase basket sizes in the premium convenience aisles.
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