Utz Brands expands DSD capabilities with acquisition of Insignia International’s distribution assets
The newly acquired DSD routes will provide the infrastructure to accelerate market penetration and brand presence in California starting early 2026.
USA – Utz Brands has significantly expanded its direct-store delivery (DSD) capabilities in California with the acquisition of Insignia International’s DSD network, marking a major step in strengthening distribution for its snack portfolio in one of the nation’s largest markets.
The deal, announced alongside Utz’s third-quarter 2025 financial results, covers DSD routes across California and the Midwest, along with select related assets.
Financial terms of the transaction were not disclosed.
California represents the largest salty snack market in the United States, valued at around US$4.1 billion, and this expansion addresses a substantial white space for Utz Brands to grow its presence.
Currently, California contributes approximately US$79 million in retail sales for Utz through direct-to-warehouse and other distribution partnerships.
The newly acquired DSD routes will provide the infrastructure to accelerate market penetration and brand presence in California starting early 2026.
CEO Howard Friedman emphasized the strategic importance of California, stating that this acquisition is central to Utz’s broader growth plans in the state, enabling enhanced distribution capabilities and better access to retailers.
The acquisition complements previous expansions, such as the addition of nearly 86 routes in Florida from earlier deals, underscoring Utz’s playbook of acquiring route networks for geographical expansion.
The acquisition aligns with Utz’s focus on driving growth in better-for-you snacks, scaling brands like Boulder Canyon, which is leading in the natural channel potato chip category, and building on customer preferences for simpler, transparent ingredients.
Even as the company faces competitive pressures and some pricing declines, it expects volume growth and market share gains through these expanded DSD operations and sustained promotional activity in key markets.
Insignia International, which previously operated the DSD routes, welcomed the transition, allowing it to focus more strategically on its Southwestern-influenced food products while trusting Utz to maximize the distribution efficiencies and benefits to retail partners and consumers.
Utz Brands’ acquisition of the California DSD network from Insignia International represents a strategic investment to enhance its presence in the nation’s largest salty snack market.
This expansion will facilitate greater shelf presence, improved service to retailers, and stronger brand visibility, starting in 2026, a pivotal move in Utz’s ongoing growth strategy for national market leadership in salty snacks.
Sign up to HERE receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
