Ingenuity Foods has sold its Brainiac® and Little Brainiac® brands to the Bel Group

April 2026 — The Bel Group, a global player in dairy, fruit and veggie snacking, has acquired Ingenuity Foods, Inc.’s Brainiac® and Little Brainiac® brands. This acquisition pairs the high-growth Brainiac^® line with Bel’s expansive portfolio and reinforces Bel’s leadership and commitment to the on-the-go, better-for-you, portion-sized snacks made from real fruit, veggies and dairy for families across North America. Ingenuity Foods will continue to operate under its current leadership, ensuring business continuity.

Ingenuity Foods is the creator of Brainiac®, a snack brand committed to supporting healthy brain development for the whole family. Backed by a team of nutritionists and neuroscientists, Brainiac® snacks combine great taste, grab-and-go convenience and science-backed nutrition, with essential nutrients shown to support brain, gut and immune health. 

Bel US is part of the Bel Group, a global leader in dairy, fruit and veggie snacks with 160 years of expertise. The family-owned group develops and markets portion-sized snacks and its portfolio comprises iconic brands including Babybel®, GoGo squeeZ®, The Laughing Cow® and Boursin®. In the US, Bel operates offices in Chicago and New York, as well as manufacturing facilities in Idaho, Michigan, Wisconsin and South Dakota.

Mark Brooks, CEO and co-founder of Ingenuity Foods, commented, “We are excited to join forces with Bel and bring Brainiac® to even more families in more places. Bel’s dedication to nutrition, innovation, and purpose-driven brands is the perfect fit for our vision.” Jonathan Wolfson, founder of Ingenuity Foods added, “Together, we will inspire and enable healthier choices and make a meaningful impact for kids and parents across the US.”
 
“This move gives us more scale, product choices and breadth across our portfolio and truly is a 1 + 1 = 3 opportunity for us and Ingenuity,” said Peter McGuinness, CEO of Bel North America. “By bringing Brainiac^® brands into our family of brands, we’re not just adding more products; we’re unlocking a new era of growth, innovation and social impact. This acquisition gives us the opportunity to accelerate our momentum as the leader in portion-sized fruit, veggie and dairy snacks that adults trust and kids love.”

Our role in the transaction

Oaklins Intrepid, based in Los Angeles, acted as the sell-side advisor to Ingenuity Foods in the sale of its Brainiac® and Little Brainiac® brands to the Bel Group.