Babybel parent buys Brainiac snacks to expand better-for-you portfolio

The acquisition comes as the GoGo squeeZ maker looks to expand its U.S. presence and become a leader in functional foods.

What happened

GoGo squeeZ owner Bel Group purchased Ingenuity Foods, which makes Brainiac functional fruit snacks designed to improve brain health. The purchase price was not disclosed.

Bel said the addition of Brainiac complements its existing portfolio of on-the-go, better-for-you, portion-sized snacks made from fruit, veggies and dairy. Brainiac manufactures fruit pouches, fruit snacks and gummy vitamins to support brain, gut and immune health in kids and adults.

Why it matters

The Paris-based Bel generates one-third of its sales in the U.S. through its Babybel, GoGo squeeZ, The Laughing Cow and Boursin brands and has been investing to further build its presence in the country.

Bel’s new North America CEO Peter McGuinness has wasted little time in pouncing on a deal after telling Food Dive recently he was “pretty seriously” looking at M&A to become a leader in healthy snacking.

As consumers gravitate toward healthier, portable offerings, Bel has already been a major beneficiary thanks to its portfolio, which is heavily focused on dairy, vegetables and fruit. Brainiac doubles down on that commitment and helps Bel accelerate its goal to be a dominant player in functional snacking.

This news brief is based on reporting published by Food Dive on 2026-05-06. The original report is linked below.