Simple Mills, a clean-label food brand and HPA portfolio company, has been awarded the 2025 Venture Capital Portfolio Company of the Year by IVCA, following its strategic acquisition by Flowers Foods for approximately $795 million.

Target Company Overview

Simple Mills, recognized by the Illinois Venture Capital Association (IVCA) as the 2025 Venture Capital Portfolio Company of the Year, is a prominent clean-label food brand and an HPA portfolio company. Established in 2012 by Katlin Smith, the brand started as a personal initiative aimed at promoting health through food quality. Simple Mills has successfully transformed into a nationally recognized brand, redefining the packaged food sector with its focus on simple, nutrient-dense ingredients. The widespread availability of Simple Mills products in tens of thousands of stores highlights a growing consumer demand for healthier, more authentic food options.

Industry Overview in the United States

The health and wellness food industry in the United States is undergoing a significant transformation, driven by increasing consumer awareness regarding nutrition and food quality. As people become more conscious of their dietary choices, the demand for clean-label products has surged. This trend is evident in the rising popularity of brands that prioritize natural ingredients over artificial additives, appealing to health-conscious consumers.

The packaged food market is rapidly evolving, with sector growth fueled by innovation in product formulation, packaging, and distribution. Companies like Simple Mills have