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SMPL.US March 15, 2026 šŸ“Š 5 Charts Buy

Simply Good Foods

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šŸ“Š Timeline
Simply Good Foods Company Timeline 2017 Formation Atkins + Conyers Park Founders: Jim Kilts, Dave West 2019 Quest Nutrition Acquisition Diversification & Growth ~$1 Billion Deal 2023 Leadership Transition Joseph Scalzo steps down Nearly 10 years as CEO 2024 OWYN Acquisition Plant-Based Protein Expansion June 2024 Today HQ: Denver, Colorado Brands: Atkins, Quest, OWYN Market Leader in Nutritional Snacking 2026 Joseph Scalzo Returns Reappointed CEO Focus: Growth & Profitability
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šŸ“Š Competition Public and Private
SMPL Competitive Landscape SMPL Brands Atkins Quest OWYN Public Pure-Play Rivals BellRing Brands (Premier Protein) Glanbia PLC (Optimum Nutrition) Herbalife & Usana Public CPG Giants Mondelez (Clif Bar, Hu) Hershey (ONE Brands) General Mills (Nature Valley) Abbott (Ensure, Protality) Danone (Orgain) NestlƩ & PepsiCo Keurig Dr Pepper (GHOST) Private & Strategic Rivals Mars (KIND, RXBAR) Heartland (Splenda, SlimFast) Wilde Brands Nutrabolt (C4, Cellucor) ALOHA 1440 Foods (Pure Protein) Competition Public and Private

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SMPL.US (Simply Good Foods) ā€” Competition Overview Nutritional / active snacking: protein-forward bars, snacks & RTD adjacency Key Competitors SMPL Positioning How They Compete (Battleground) Closest Public Comps BRBR.US (BellRing) ā€¢ Premier Protein (RTD-led) ā€¢ Competes on protein economics MDLZ.US (Mondelez) ā€¢ Clif Bar / snack scale ā€¢ Shelf power + distribution GIS.US (General Mills) ā€¢ Nature Valley / LƄRABAR ā€¢ Competes via scale + promos Category Competitors (Named) CLIF, KIND, Special K, SlimFast, Muscle Milk, Premier Nutrition, thinkThin Simply Good Foods (SMPL.US) Two-brand strategy in nutritional snacking Quest (Growth Engine) ā€¢ Protein bars, chips, snacks ā€¢ Fitness / active nutrition positioning ā€¢ Innovation cadence & shelf velocity focus Atkins (Weight-Management) ā€¢ Low-carb / low-sugar bars & snacks ā€¢ Competes in lifestyle diet occasions ā€¢ More exposed to diet-trend shifts Go-to-Market Strength ā€¢ Mass / club / grocery / convenience ā€¢ Wins on velocity per SKU (planogram economics) ā€¢ Brand-led marketing + rapid line extensions Primary Competitive Factors ā€¢ Ingredients + nutrition claims ā€¢ Protein-rich, low sugar / low carb ā€¢ Taste & texture ā€¢ Convenience (on-the-go eating) ā€¢ Brand awareness & loyalty ā€¢ Media/marketing spend ā€¢ Product variety & packaging ā€¢ Innovation cadence (new formats) ā€¢ Access to retailer shelf space ā€¢ Retail execution & planogram economics ā€¢ Price/value vs private label Sources: SMPL-stated competitor set and competitive factors (CSIMarket); category framing vs BellRing (Food Institute).
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šŸ“Š Companies in compeition
Competitive Landscape: Simply Good Foods (SMPL) Mapping Public and Private Rivals by Market Segment Publicly Traded Private / Subsidiary Simply Good Foods (SMPL) Quest | Atkins | OWYN RTD Shakes ā€¢ BellRing Brands (BRBR) ā€¢ Glanbia (GLB) ā€¢ Abbott Labs (ABT) ā€¢ Danone (BN) Nutritional Bars ā€¢ Mondelez (MDLZ) ā€¢ Hershey (HSY) ā€¢ Kellanova (K) ā€¢ Mars (Private) Salty Snacks ā€¢ Hershey (HSY) ā€¢ Wilde Brands (Private) ā€¢ General Mills (GIS) ā€¢ PepsiCo (PEP) Weight Loss Heartland (Private) Plant-Based ALOHA (Private)
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šŸ“Š Share price 10 Years
Price Chart10 Y - SMPL.US

Declined to a level from 10 years ago.

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šŸ§© Competition Overview
SMPL Competitive Landscape

SMPL Competitive Landscape

1. Public Pure-Play Rivals
  • BellRing Brands (BRBR): Premier Protein, Dymatize ā€” vs. Quest RTD shakes, Atkins shakes
  • Glanbia PLC (GLB): Optimum Nutrition, Isopure ā€” vs. Quest powders/bars
  • Herbalife Nutrition (HLF) & Usana (USNA): Supplements, meal replacements ā€” vs. SlimFast, Atkins meal replacements
2. Public CPG Giants (Strategic Buyers)
  • Mondelez (MDLZ): Clif Bar, Hu ā€” vs. Quest bars
  • Hershey (HSY): ONE Brands, LesserEvil ā€” vs. Quest bars, Atkins snacks
  • General Mills (GIS): Nature Valley, Epic ā€” vs. Quest bars, Atkins bars
  • Abbott (ABT): Ensure, Protality ā€” vs. SlimFast shakes
  • Danone (BN): Orgain ā€” vs. OWYN plant-based protein
  • NestlĆ© (NESN) & PepsiCo (PEP): Wellness portfolios, Gatorade bars ā€” vs. Quest bars, OWYN
  • Keurig Dr Pepper (KDP): GHOST ā€” vs. Quest powders, OWYN
3. Private and Strategic Rivals
  • Mars, Inc.: KIND, RXBAR ā€” vs. Quest bars, Atkins bars
  • Heartland Food Products: Splenda, SlimFast ā€” vs. SMPL SlimFast legacy
  • Wilde Brands: Protein chips ā€” vs. Quest chips
  • Nutrabolt: C4, Cellucor ā€” vs. Quest powders, OWYN
  • ALOHA: Plant-based protein ā€” vs. OWYN
  • 1440 Foods: Pure Protein, MET-Rx, FitCrunch ā€” vs. Quest bars, Atkins bars