Second Nature Brands, a fast-growing platform of better-for-you snacks and permissible treats, has announced the appointment of Adam Butler as Chief Executive Officer, effective August 1, 2025. He will succeed Vic Mehren, who has led the company since 2019. Mehren will remain with the company through the end of July to ensure a smooth transition.
Adam Butler brings a wealth of leadership experience from across the food industry. Most recently, he served as CEO of Insignia International, where he oversaw the company’s transformation and growth through brand realignment and strategic acquisitions. Prior to that, he spent 17 years at Kraft Heinz, where he held senior positions including President of Kraft Heinz Canada and President of U.S. Beverages, Snacks & Desserts. His leadership was instrumental in revitalising several flagship brands.
Under Mehren’s leadership, Second Nature Brands experienced significant expansion, growing from a $190 million business into a platform exceeding $500 million in sales. During his tenure, the company made major investments to scale its operations, including:
- Expanding manufacturing capabilities
- Establishing a support centre in Chicago and centralising distribution
- Fully integrating three major acquisitions
- Implementing a new ERP system to enhance supply chain efficiency
“I’m energised by the strength of Second Nature Brands’ portfolio and the talent across the organisation,” said Butler. “Vic and the team have created an impressive foundation. I’m excited to build upon that success and help lead the next phase of growth.”
Reflecting on his time at the helm, Mehren commented, “It’s been an honour to lead Second Nature Brands during such a transformative period. We’ve built a values-driven culture and positioned the company for long-term success. I’m confident Adam is the right person to take it forward and I look forward to supporting him through the transition.”
