PROPER SNACKS

The deal

The teams

The story

Eat Real and Proper are two of Europe’s leading and fastest-growing Better-for-You snacking brands. Their distinct identities are underpinned by a shared ambition to recruit new consumers into the healthier snacking category.

The combined group (now named as "PROPER SNACKS") was formed by Exponent acquiring Eat Real and Proper from their respective founders, the Patel family and Cassandra Stavrou & Ryan Kohn. The group is headquartered in London and led by Chairman Kevin Brennan and CEO Alex Brittain, who bring a wealth of experience in leading fast-growing healthy food businesses and FMCG challenger brands.

We were attracted to Eat Real and Proper due to their resonant brands, clear taste-led strategies and strong innovation pipelines.  The combined group will invest behind the brands’ marketing and new product development as they continue to drive growth in the Better-for-You segment.