The acquisition valued at $860 million is expected to position TreeHouse as the private label leader in the on-trend and high growth healthy snacks sector.
Baptista's is the manufacturer of the fast-growing Snack Factory Pretzel Crisps brand and has unique capabilities consistent with the strategic plans of Snyder's-Lance.
This new proposal comes just days after Tyson Foods Inc.'s competing offer for Hillshire, which exceeded Pilgrim's Pride's initial offer of $6.4 billion at a total value of $6.8 billion.
Valued at $6.8 billion, the deal is another alternative to a recently proposed offer from Pilgrims Pride, and is also subject to the termination of Hillshire's previous merger agreement with Pinnacle.
Previously at Schwans, the exec helped revitalize the pizza business by repositioning iconic brands like Red Baron and Freschetta, including launching new advertising and bringing consumer driven innovation.