General Mills to buy local Larabar maker

Humm Foods started six years ago in Denver

By Joyzelle Davis, Rocky Mountain News (Contact)

Published June 10, 2008 at 8 p.m.

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Photo by Silvia Razgova / Special to the Rocky

Lara Merriken, Denver native and founder of Larabar maker Humm Foods, will stay with the company as creative director after its purchase by General Mills. Merriken, 39, photographed Tuesday in her company's offices, started the business six years ago in her kitchen.

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Humm Foods, the 6-year-old Denver-based maker of Larabar raw fruit-and-nut energy bars, on Tuesday announced it will be purchased by General Mills for an undisclosed amount.

General Mills said Larabar will be part of the company's Small Planet Foods natural and organic products group, which includes Cascadian Farm and Muir Glen brands. Minneapolis-based General Mills, maker of Hamburger Helper and Cheerios cereal, had annual sales of $12 billion last year.

Humm Foods was created by Denver native Lara Merriken, who started her business in her kitchen with a Cuisinart and a rolling pin. Merriken, who will stay with Larabar as creative director after the purchase closes today, said the sale will help Larabar expand distribution and launch new products.

"My vision originally was to take a very healthy product that tasted delicious and make it available to everybody, not just health food lovers," said Merriken. "We've built an incredible foundation and partnering with a company like Small Planet allows Larabar to go to a different level."

Merriken, 39, came up with the idea for creating an energy bar made with whole, unprocessed raw foods like dried fruits and nuts while she was hiking. She tested her first attempts on friends and family, eventually coming up with flavors such as Ginger Snap, Cocoa Mole and Cherry Pie.

After the bars appeared locally at Vitamin Cottage and Wild Oats stores, Larabar quickly gained a following among health-conscious consumers and the company landed national accounts with King Soopers, Trader Joes and Costco. Today, Larabar makes 14 brand flavors and six Jocalat flavors, which contain chocolate.

Sales rocketed from $400,000 in 2003 to roughly $20 million in 2006. Privately held Humm won't disclose last year's sales, although Merriken said "we definitely continued to grow in an upward curve."

The company employs about 26 workers and there are no changes planned for the Colorado operations after the sale, said Heidi Geller, spokeswoman for General Mills.

"Lara is the brand champion of Larabar and we're thrilled that she'll be on our team as we grow the business together," Geller said.

Larabar joins several other homegrown Denver-area natural- foods companies that eventually sold to larger companies. Izze, started in 2002, was acquired by PepsiCo in 2006. Rudi's Organic Bakery is now owned by Charter Baking Co. And tofu and soy milk maker White Wave sold to Dean Foods in 2002.

"In a case like this, it's a great marriage," Merriken said. "They understand and appreciate what we do and want to make it better."

davisj@RockyMountainNews.com or 303-954-2514

Humm Foods, maker of Larabar

* Founded: 2002, Lara Merriken

* No. of employees: About 26

* Behind the idea: After college, Merriken went into social work and ran a youth program for at-risk kids in Lakewood. She developed an interest in natural medicine and was just about to enter school to become a naturopathic doctor when she came up with the idea of Larabar.

While starting her business, Merriken went to work at Whole Foods to help make ends meet and learn more about the natural foods business.

Merriken says some of her flavor ideas were inspired by her walks through the ice cream and cookie aisles at stores.

* Taste-bud tidbits: Larabar makes 14 flavors, including Key Lime Pie, Cinnamon Roll and Pistachio, and another six Jocalat chocolate flavors.

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