Heartland Food Products Group has signed a definitive agreement to acquire the Americas business of Whole Earth Brands, bringing the Equal, Whole Earth, Swerve and Chuker sweetener brands under the same umbrella as Splenda.

The move that significantly expands its presence in plant-based and better-for-you sweetening solutions.

The acquisition positions Heartland to deepen its influence across the fast-growing natural and reduced-sugar categories, particularly as food and beverage manufacturers continue reformulating products to meet consumer demand for cleaner labels, lower sugar content and plant-based ingredients.

The deal combines some of the most recognisable names in tabletop and alternative sweeteners, while strengthening Heartland’s reach across retail, foodservice, e-commerce, beverage and B2B ingredient channels throughout North and Latin America.

Financial terms were not disclosed.

Heartland Chairman and CEO Ted Gelov, said: “Whole Earth has established a strong position in plant-based and natural sweetener solutions. Together with Splenda, these brands create an unparalleled platform to lead the future of sugar reduction and wellness-focused innovation.”

The inclusion of Whole Earth is particularly significant for the plant-based segment. The brand has built a strong market presence around stevia- and monk fruit-based sweeteners. These categories continue to gain traction among consumers seeking naturally derived alternatives to sugar and artificial sweeteners.

Heartland said the transaction will support expanded investment in next-generation sweetener technologies and domestic ingredient supply chains, including its US-grown stevia initiatives.

The company plans to continue growing natural and plant-based offerings across both the Whole Earth and Splenda portfolios, reflecting broader industry momentum toward botanical sweetening systems and reduced-sugar beverage innovation.

Industry analysts have increasingly pointed to plant-based sweeteners as a key growth area within the global food and beverage market, particularly as brands reformulate products ranging from ready-to-drink beverages and dairy alternatives to functional nutrition products and protein beverages.

The acquisition also broadens Heartland’s capabilities in formulation and ingredient development. The combined organisation will leverage Heartland’s vertically integrated manufacturing network and R&D infrastructure to accelerate innovation in sugar reduction across multiple categories.

Since acquiring the Splenda brand in 2015, Heartland has steadily evolved beyond tabletop sweeteners into a broader health and wellness platform, expanding into plant-based creamers, nutritional beverages, liquid enhancers, coffee and wellness-focused products.

Based outside Indianapolis, Heartland Food Products Group manufactures and markets a portfolio that includes Splenda, SlimFast and Java House Coffee, alongside branded and private-label products distributed through retail, foodservice, and B2B channels globally.