Mars-owned Nature's Bakery to open facility near SLC airport

Brice Wallace 

A bakery manufacturing facility will rise in Salt Lake City as a Mars Inc. subsidiary establishes a 339,000-square-foot facility and adds over 190 jobs over the next decade.

The announcement by Nature’s Bakery came after being approved for a state tax credit incentive tied to the creation of 65 high-paying jobs at the project, which represents a $237 million investment by the company.

Founded in 2011 and based in Reno, Nevada, Nature’s Bakery LLC is a wholly owned subsidiary of Mars Inc. that produces soft baked snacks that are plant-based, nut-free and dairy-free. Founded in 2011, the company offers Whole Wheat Fig Bars, Gluten Free Fig Bars, Oatmeal Crumble Bars and Double Chocolate Brownie Bars. It is part of Mars’ Health & Wellness Division, which also includes Tru Fru, a West Valley City-based company that Mars acquired in early 2023. Nature’s Bakery products are sold at more than 100,000 Target, Walmart, Costco and other stores.

The new Utah facility is expected to begin operations in July 2025. Dennis Smith, vice president of engineering for the Mars Health & Wellness Platform, told the Governor’s Office of Economic Opportunity that the company closed on the plant site near the Salt Lake City International Airport in December.

“We’re super-excited to be in Salt Lake City and the state,” he said at GOEO’s December meeting, adding that the company is looking forward to strengthening its partnership with Tru Fru.

“This is our West Coast facility,” he said of the Nature’s Bakery plant. “This is not a five-year play, a 10-year play. Mars takes a 100-year view, so we want to be part of the community for a long, long time.”

In a prepared statement, Steve Gardiner, Nature’s Bakery CEO, said the project “marks a significant milestone in our brand’s ability to drive greater capacity to meet growing consumer and retailer demand.”

“As a self-manufacturer, this facility joins our existing bakeries to reflect our commitment to innovation and quality, and underscores our confidence in the thriving business environment of Utah,” he said. “We look forward to contributing to the local economy, cultivating community, and creating job opportunities as we further our brand purpose of nourishing families and enabling them to thrive.”

Juan Martin, Health & Wellness president at Mars, said the investment “symbolizes our dedication to scaling our brands responsibly, upholding Mars’ pledge to be America’s prime destination for insurgent brands.”

During the GOEO board meeting, Roberta Reichgelt, director of business development for Salt Lake City’s Department of Economic Development, said the city is thrilled to have the company. “I know you were looking at a few other places and we’re very excited to have you here,” she told Smith. Of the new jobs, she said, “We think we have a lot of great residents here that would be available and willing to jump on those.”

Founded in 1911, Mars offers confectionery, food and pet-care products and services and has more than 140,000 employees. Mars has about $47 billion in annual sales and its brands include Ben’s Original, Cesar, Cocoavia, Dove, Extra, Kind, M&M’s, Snickers, Pedigree, Royal Canin and Whiskas. It also has a global network of pet hospitals and diagnostic services.

The GOEO board approved a tax credit of up to $651,619 over 10 years for the 65 jobs, which are expected to pay an average of about $93,000. New total wages tied to those jobs is projected to be over $23.8 million over 10 years, and new state tax revenue is projected at more than $3.2 million during that time.

“We offer a warm welcome to Nature’s Bakery, a producer of wholesome, plant-based food that aligns with our state’s health-conscious lifestyle and love for outdoor activities,” Ryan Starks, GOEO’s executive director, said in a prepared statement. “With Utah’s strong emphasis on well-being and sustainability, Nature’s Bakery’s offerings are poised to resonate with our communities. We look forward to the positive impact it will bring to our local economy, the creation of many jobs, and contribution to the flourishing food culture in Utah.”

“Nature’s Bakery’s investment is a reflection of ‘Team Utah’s’ collaborative and thorough recruitment process, and we appreciate the close involvement from Utah’s community partners and utility providers,” said Scott Cuthbertson, president and CEO of the Economic Development Corporation of Utah (EDCUtah). “We look forward to continuing to partner with Nature’s Bakery as they grow and prosper in Salt Lake City.”

“Salt Lake City is a premier destination for business, and we’re happy to welcome Nature’s Bakery to the community,” Salt Lake City Mayor Erin Mendenhall said. “With over 190 new high-quality jobs, businesses like Nature’s Bakery, which support the needs of our workforce, are an important part of growing the economy for our families. This is a win for Salt Lakers and everyone who loves to live, work and play here.”

Katherine Morrell-Moser, senior business development manager, led the project for EDCUtah. Chris Liddell and Tom Dischmann, both of CBRE, facilitated the property sale.

Nature’s Bakery has been part of the Mars family of companies since 2020. Tru Fru, a maker of chocolate-covered fruit snacks founded in 2017, joined in 2023. At the time, it had about 50 employees in West Valley City.

GOEO does not provide upfront cash incentives. Each year that an incentivized company meets the obligations in its contract with the state, it will qualify to receive a portion of the new, additional state taxes the company paid to the state.