Second Nature Brands Welcomes Adam Butler as New CEO Following Vic Mehren's Tenure

Second Nature Brands Welcomes New Leadership

In an exciting leadership transition, Second Nature Brands has announced that Adam Butler will take over as Chief Executive Officer, effective August 2025. This announcement comes as Vic Mehren, who has led the company since 2019, prepares to step down while ensuring a smooth handover.

Second Nature Brands has carved a niche for itself in the healthy snack market, focusing on better-for-you options that promote guilt-free indulgence. The company, based in Madison Heights, Michigan, boasts a portfolio of popular brands including Kar's Nuts, Second Nature Snacks, and Sahale Snacks.

Butler arrives with extensive experience in the food industry, having previously served as CEO of Insignia International, where he was instrumental in a significant rebranding and strategic transformation. Prior to that role, he spent over 17 years at Kraft Heinz, overseeing the revitalization of several flagship brands. His wealth of experience in operational improvement and market strategy is expected to propel Second Nature Brands into its next phase of growth.

Under Vic Mehren’s leadership, the company transformed from a heritage business worth $190 million into a snacking industry leader, surpassing $500 million in revenue. Mehren expressed pride in the accomplishments during his tenure and excitement for the future under Butler’s leadership. "We've built something truly special, and I’m confident that Adam is the right leader to take Second Nature Brands into its next chapter,” he stated.

The leadership transition will involve close collaboration between Mehren and Butler through the end of July to ensure that the transition is seamless. "I'm delighted to join such a dynamic and successful industry leader," Butler said. "I look forward to building on the strong foundation Vic has laid and taking this great team forward."

With a strong vision for the future and significant investments in manufacturing and distribution capabilities, Second Nature Brands is well-positioned for continued success. The company is focused on enhancing its production capabilities and operational efficiency through advanced ERP systems and a centralized distribution model.

As a significant player in the snack industry, Second Nature Brands continues to lead with innovation and strategic growth in the constantly evolving food market. Butler's fresh ideas and Mehren's legacy of success are poised to make for a promising future for the brand and its extensive product lines.