Former Immaculate Baking and Annie's c.e.o. to lead PopCorners maker

by Eric Schroeder
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NEW YORK — Paul Nardone has been named president and chief executive officer of BFY Holdings I, L.L.C., a maker of PopCorners and other better-for-you branded and private label snack products.

Paul Nardone, new president and c.e.o. of BFY Holdings I, L.L.C.

Mr. Nardone has more than 25 years of experience leading and growing food and beverage brands, with a focus on strong sales, marketing and brand-building strategies. Most recently, he was an operating partner at Sherbrooke Capital, a growth capital private equity firm focused on the healthy, active and sustainable living market. Prior to that, he was president and c.e.o. of Immaculate Baking Co. from 2008 to 2013, where he led the company to become the top-selling natural brand in the $2 billion refrigerated dough category before it was acquired by General Mills. From 2004 to 2008, Mr. Nardone was president and c.e.o. of Stirrings, a branded maker of premium cocktail mixers.

Mr. Nardone’s career in the better-for-you space began in 1993 at Annie’s Homegrown, where he held numerous senior roles, including as c.e.o. from 1999 to 2004.

“Paul is an exceptionally talented executive who has a clear track record of growing unique food and beverage businesses into nationally recognized brands,” said John Coyle, a partner with Permira. “He is distinguished by his ability to develop powerful marketing plans to improve brand equity and awareness, and successfully implement well-defined sales and distribution strategies. His experience is a perfect fit with BFY’s growth plans and with his strong industry ties and entrepreneurial spirit, we are confident that he is the right person to lead the company as it seeks to become a global leader in the fast-growing better-for-you snack category.”

Mr. Nardone said the PopCorners brand has “tremendous potential.”

“Given the undeniable trend toward healthier living, BFY has a clear opportunity to continue to introduce innovative healthier products — differentiated by their outstanding taste — that consumers are seeking and our customers want on their shelves,” he said.

BFY is comprised of Medora Snacks, maker of PopCorners in seven flavors and other better-for-you snacking products; and Ideal Snacks, a contract manufacturer of better-for-you diversified popped snacks. Medora and Ideal were acquired by the Permira funds and combined under a single holding company on July 1, 2015.
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