Violet Foods Acquires Muir Glen from General Mills

In a move that further consolidates the premium tomato category, Violet Foods LLC has announced the acquisition of the Muir Glen organic tomato brand from General Mills, Inc. While financial terms of the transaction were not disclosed, the deal marks a significant shift for both companies as they refine their respective market strategies.

For Minneapolis-based General Mills, the sale is part of a broader “Accelerate” strategy to shed non-core assets in favor of high-growth categories. By offloading Muir Glen—which it acquired in 2000 through the purchase of Small Planet Foods—the CPG giant is prioritizing its heavy hitters like Cheerios, Blue Buffalo pet food, and its expanding snacks division.

This divestiture follows a major $2 billion sale of General Mills’ North American yogurt business last year, signaling a disciplined approach to portfolio management. Industry analysts suggest the company may be capitalizing on high current demand for shelf-stable pantry staples to maximize value during the exit.

Violet Foods, a portfolio company of Amphora Equity Partners, has rapidly transformed into a powerhouse within the $5 billion U.S. tomato sauce and canned tomato market. This acquisition adds a premier organic label to its existing roster of heritage brands, which includes:

• Don Pepino: The top-ranked pizza sauce brand in the Northeast.
• Sclafani: Known for crushed tomatoes and spaghetti sauces.
• Fattoria Fresca: Focused on fresh-pack tomato products.

“Acquiring Muir Glen is a transformative step for our company,” said Jim Mitchell, President of Violet Foods. “By combining Muir Glen’s 35-year legacy in organic tomatoes with Violet Foods’ expertise in high-quality, fresh-pack tomato products, we are uniquely positioned to accelerate innovation.”

The deal underscores an aggressive period of M&A activity within the food and beverage sector. Private equity firms and specialized manufacturers are increasingly snatching up brands from larger conglomerates looking to trim their portfolios.

Since its formation in May 2025 to acquire B&G Foods’ tomato assets, Violet Foods has utilized its Williamstown, NJ, manufacturing facility to scale operations. The addition of Muir Glen’s national distribution network is expected to provide Violet Foods with significant leverage when negotiating with major retail partners.

“We are eager to build on the momentum that [General Mills] created with this incredible brand,” added David West, Managing Partner at Amphora Equity Partners.

Sources: Food Dive, Food Business News, Business Wire, Muir Glen