Hormel Sweetens Justin's Future: Partnership Signals Shift for Big Food Brands

Austin, MN & Greenwich, CT – October 28, 2025 – Hormel Foods and private equity firm Forward Consumer Partners today announced a strategic partnership that will return the beloved nut butter and confectionery brand, Justin’s, to standalone company status. The move, effective upon closing expected by year-end, sees Forward taking a 51% ownership stake, while Hormel retains 49%. This deal highlights a growing trend within the food industry – large corporations streamlining portfolios and empowering successful brands with greater autonomy.

For Hormel Foods (NYSE: HRL), a $12 billion Fortune 500 company, the partnership isn't a full exit, but a recalibration. “We see tremendous opportunity still with Justin’s, but recognize that allowing it to operate with increased focus and agility can unlock even greater potential,” stated a Hormel spokesperson. Analysts suggest the move allows Hormel to concentrate on core brands while still benefiting from Justin’s continued success. The decision comes amid a wider industry trend where companies are shedding non-core assets to improve profitability and streamline operations.

Forward Consumer Partners, with $425 million in committed capital, has a track record of scaling and successfully exiting branded consumer product companies. Their portfolio includes brands like RXBAR and PopCorners, and their strategy centers on identifying and nurturing high-growth potential brands within the health and wellness space. “Justin’s is a brand we’ve admired for its commitment to quality ingredients and authentic storytelling,” a representative from Forward explained. “We believe there is significant room for growth, both domestically and internationally, and we’re excited to partner with the existing team to bring that vision to life.”

A Return to Roots for Justin's Founder

A key aspect of the deal is the return of Justin Gold to a strategic advisory role within the company. Gold, the founder of Justin's, built the brand from humble beginnings – a kitchen operation focused on creating organic and delicious nut butter. “This feels like a natural evolution for Justin’s,” said a source familiar with the founder’s thinking. “He’s eager to work alongside Forward and the existing team to accelerate innovation and expand the brand’s reach.”

Industry observers note Gold’s hands-on approach will be crucial as Justin’s navigates a rapidly evolving snack food market. Consumers are increasingly demanding healthier, sustainable, and transparently sourced products. Justin’s, with its commitment to organic ingredients and ethical practices, is well-positioned to capitalize on these trends.

The Rise of Standalone Brands: A Shifting Industry Landscape

The Hormel-Forward partnership isn’t an isolated event. Across the food and beverage industry, large corporations are rethinking their ownership structures. “We're seeing a clear trend towards empowering smaller, more agile brands,” explains a food industry analyst. “Large companies are realizing that sometimes, a smaller, more focused entity can innovate and respond to market changes much faster.”

This approach offers several advantages. Standalone brands can benefit from greater autonomy in areas like product development, marketing, and distribution. They can also attract and retain talent more effectively, as employees often prefer the faster pace and greater ownership opportunities offered by smaller companies.

“There’s a growing recognition that a one-size-fits-all approach doesn't work in today's consumer landscape,” says a marketing executive familiar with the deal. “Consumers are looking for authenticity and connection with brands, and that’s often easier to achieve when a brand has a distinct identity and a dedicated team.”

Premium Snacks: A Growing Market Opportunity

The timing of this partnership coincides with robust growth in the premium snack food market. Market research indicates consumers are willing to pay a premium for snacks that offer health benefits, sustainable sourcing, and unique flavors. “The demand for better-for-you snacks is only going to increase,” says a retail industry analyst. “Consumers are becoming more health-conscious and more discerning about the products they consume.”

Justin’s, with its commitment to organic ingredients and natural sweeteners, is well-positioned to capitalize on this trend. The company's product line includes a variety of nut butter cups, almond butter, and cashew butter, all of which appeal to health-conscious consumers. Furthermore, Justin’s dedication to sustainable practices and ethical sourcing resonates with environmentally conscious shoppers.

Looking Ahead

The Hormel-Forward partnership represents a strategic bet on the future of the snack food industry. By empowering Justin’s with greater autonomy and focusing on innovation, both companies hope to unlock new growth opportunities. The deal also signals a broader shift within the food industry – a move towards more agile, consumer-focused brands and a recognition that size isn't always an advantage. As consumer preferences continue to evolve, companies that can adapt and innovate will be best positioned to succeed. The success of Justin's under this new structure will undoubtedly be closely watched by industry peers and potential investors alike.