TROY — A New Jersey organic oat bar maker has relocated to the Collar City, leading to an expected 10 new jobs.
Viva Energy bar is also bringing on new investment partners and will rename their bars Viva Oats Squares & Chunks.
Todd Kletter is managing partner of the company. He is director of NLG Wealth Management’s Business Services Group in Albany and former CEO of Tierra Farm food company, a Columbia County maker of organically grown nuts.
Additionally, Canadian food entrepreneur Arran Stephens, who is chairman of Nature’s Path, is investing in the new company.
Viva Oats Squares & Chunks will be baked at Troy’s Old World Provisions food company, creating about 10 new shipping and logistics jobs.
Viva Energy Bar started in 2017 in Ocean Township, N.J., growing sales of the hand-baked organic and vegan energy bars to $110,000 in 2020.
Kletter expects revenue to grow to $1 million over the next year, and to $2 million in two years. Baking at Old World Provisions will begin this month.
Kletter, who came to NLG in order to help the new business get started, said they have good distribution and marketing channels that should be able to quickly boost sales. Old World Provisions has historically produced delicatessen items for retailers like Carnegie Deli and they are now producing baked items for the deli company.
Additionally, they plan to collaborate with Crown Maple, a Hudson Valley maker of maple syrup. They also may tap Stephens, whose Nature's Path is a major organic food producer, for ideas. "We've got some real firepower behind us," said Kletter.
Kletter said he expects Viva Oats’ products can compete with brands such as Bob’s Red Mill Oat Bar and Bobo’s Oat Bar, two of the largest oat bar manufacturers in the industry. The Oat squares come in four flavors: Dark Chocolate & Sea Salt, Cinnamon Raisin, Peanut Butter & Dark Chocolate, Maple Pecan & Sea Salt.
Viva's founder, Ryan Nelson, whose family owns health food stores in New Jersey, is retaining a piece of the company. Kletter knew him from when he worked at Tierra Farm.
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April 22, 2021 at 04:03AM
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Organic oat bar maker comes to Troy, will add jobs - Times Union
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