Watkins, LLC (“The Watkins Company”) today announced it has completed its acquisition of the Sauer Brands, Inc. (“Sauer Brands”) spice business. The combination brings together two businesses with roots in flavor dating to the 1800s, creating a flavor company with a broader portfolio, deeper manufacturing capabilities and the scale to help serve consumers wherever and however they experience flavor.
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The acquisition adds three well-loved brands, Kernel Season’s, Spice Hunter, and Sauer’s, along with Sauer Brands’ spice-related foodservice and private-label businesses and manufacturing facilities. Combined with Watkins’ more than 150 years of flavor expertise, the additions position the company to lead in the category, from the grocery aisle and home kitchen to restaurants, movie theaters, and products made for retail and foodservice partners.
The acquisition marks a significant step forward in Watkins’ growth and evolution. “This is a defining moment for Watkins, one that significantly expands our ambitions in flavor,” said J.R. Rigley, CEO of The Watkins Company. “For more than 150 years, Watkins has built its reputation on deep expertise and creating products people love. With the addition of Sauer’s brands, capabilities, and talented teams, we have a platform to put that expertise to work on a new scale. We believe Watkins has an opportunity to shape what comes next in flavor, and we’re excited to get to work.”
“We are pleased to complete this transaction and believe Watkins is well positioned to carry our leading spice brands forward,” said E. Yuri Hermida, CEO of Sauer Brands. “We are grateful to the employees who have contributed to the success of the business and wish them and Watkins continued success.”
Watkins will build on the heritage and strengths of each acquired brand while applying the combined company’s expanded capabilities to help accelerate flavor innovation across retail, foodservice and private label.
What Watkins acquired
Watkins acquired Sauer Brands’ spice business, including its consumer brands, spice-related foodservice and private-label businesses, and manufacturing operations in Richmond, Virginia, and San Luis Obispo, California.
The Brands
- Kernel Season’s: Popcorn seasonings in flavors from White Cheddar and Ranch to sweet and spicy. Since 1999, the brand has made popcorn more flavorful and fun.
- Spice Hunter: A premium brand of globally inspired herbs, spices, and seasoning blends, including organic options. Founded in California in 1980, it has long helped consumers explore new flavors.
- Sauer’s: Everyday spices, seasonings and blends for cooking and baking, backed by a flavor heritage dating to 1887.
Why the fit is strong
The two businesses share complementary brands, deep flavor expertise, and long histories of high-quality products. For Watkins, the acquisition strengthens its retail presence and adds scale in foodservice and private label, creating a broader platform for flavor innovation.
What it means for consumers and customers
Consumers increasingly experience flavor well beyond the spice aisle. With Kernel Season’s, Spice Hunter, and Sauer’s, Watkins can bring its expertise to more of those moments, whether people are cooking at home, dining out, or snacking at the movies. Retail and foodservice customers gain a partner with a broader portfolio and more ways to work together, and private-label partners gain expanded manufacturing capabilities and greater innovation support.
About The Watkins Company
The Watkins Company is a leading flavor company with more than 150 years of expertise in spices, seasonings, and extracts. Headquartered in Winona, Minnesota, Watkins brings exceptional flavor to everyday moments through award-winning products, high-quality ingredients, and a time-honored commitment to quality, innovation, and good taste.
About Sauer Brands
Sauer Brands, Inc. is a privately held, high-growth food company with a portfolio of beloved brands and a mission to bring flavor to people’s lives every day, in every home, and in every kitchen. Headquartered in Richmond, Virginia, the company is known for its commitment to flavor, quality, and innovation across a wide range of condiments, sauces, and more. Sauer Brands is backed by Advent International.
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