Second Nature Brands in Madison Heights Names Chris Caswell CFO

Chris Caswell Courtesy of Second Nature Brands
Courtesy of Second Nature Brands

Second Nature Brands, the Madison Heights-based creator of nutritional and “better-for-you” snacks and treats, announced the appointment of Chris Caswell as CFO.

“This is a very exciting time to be joining Second Nature Brands and I look forward to working with Victor and the team to build on their successes to date,” says Caswell. “Supported by such a strong and experienced owner, we have a great opportunity to grow the company and gain market share and I’m excited about helping build the Second Nature Brands Snacks and Treats platform organically and through strategic acquisitions.”

Second Nature Brands owns a growing portfolio of leading brands including Kar’s Nuts, Second Nature Snacks, Sanders, and Brownie Brittle. Caswell brings more than 20 years of financial and operational experience to the role, including direct food and consumer industry experience, business strategy, financial and operational transformation, IT acceleration, implementation of finance teams, and working with Boards and leadership teams to drive organic and acquisition-led growth.

Prior to joining Second Nature Brands, he was CFO of Welch Foods Inc., where he contributed to the creation and implementation of a new long-term business strategy to drive transformative growth, profitability, and shareholder value.

Commenting on the appointment, Victor Mehren, CEO of Second Nature Brands, said: “We are delighted to welcome Chris to Second Nature Brands. He is a leader of the highest caliber with extensive financial and operational experience with a deep understanding of the food, snacking, and retail sectors,” says Victor Mehren, CEO of Second Nature Brands. “Supported by our majority owner CapVest, we have ambitious plans to grow Second Nature Brands into a U.S. leader in better snacks and treats and with his extensive experience and insight Chris will play a leading role in helping us realize these exciting plans.”