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People who suffer from the munchies would be wise to check out the portfolio of products at Wise Foods. Located in Berwick, Pennsylvania, the company manufactures salty snacks, such as its version of Frito-Lay's CHEETOS, called cheez doodles and New York Deli potato chips. The regional foods firm, founded in 1921, also manufactures popcorn, pretzels, pork rinds, tortilla chips, and dips and salsa. Its brand names include Bravos, Dipsy Doodles, Ridgies, Wavy Potato Chips, Cheez Waffies, and Wise. The company's products are sold at retail food and convenience outlets located in the Eastern US. Wise has been owned by Latin America's second-largest bottler, Arca Continental, S.A.B. de C.V., since 2012.
Geographic Reach
Based in Pennsylvania, Wise primarily caters to customers in the Eastern US across more than 20 states from Florida to Maine.
Sales and Marketing
Wise serves several sectors, such as retail food and convenience stores located in the Eastern US. The company's customers include some of the country's largest retailers, including Giant, Kmart, Kroger, Wal-Mart, Walgreen, Food Lion, Target, and Winn-Dixie.
A longtime fixture in New York, Wise counts the city's youth among one of its target audiences. Indeed, the snack foods maker has used marketing campaigns that spotlight dancing to specifically target young African Americans and Hispanics living in small neighborhoods across New York City. As part of this effort, Wise also travels to several events and festivals, such as the Bronx Music Festival.
Company Background
Wise was purchased by investment firm Palladium Equity Partners in 2000. Additionally, Wise received a boost through a late 2010 credit facility provided by Ally Commercial Finance and Siemens Financial Services. The deal involved a $48 million credit facility, a revolving credit line, and a term loan. The debt arrangements, which came on the heels of the economic downturn, allowed Wise to refinance existing debt while keeping an eye on growth.
