Simply Good Foods

SMPL · NASDAQ

$10.99−$0.01 (−0.09%)TodayMarket closed · Oct 20, 7:30 PM ET

Prev close $11.00

SMPL analyst rating

HoldConsensus of 11 analysts over the last 12 months. 27% rate it a buy.

Strong buy0
Buy3
Hold8
Underperform0
Sell0

12-month price target · 11 analysts

Average $16.37 (+49.0% upside)

Low: $11.11
Now: $10.99
High: $30.91

Upgrades and downgrades

The latest rating actions, newest first

SMPL analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
TD Cowen	Aug 26, 2026	Maintains	Hold	$13.00 → $11.00	58%
DA Davidson	Jul 10, 2026	Maintains	Neutral	$39.00 → $14.00	33%
Bernstein	Jun 3, 2026	Downgrade	Outperform → Market Perform	$17.00 → $12.00	47%
UBS	Jun 2, 2026	Maintains	Neutral	$13.00 → $12.00	62%
BTIG	Apr 14, 2026	Initiates	Neutral	—	71%
DA Davidson	Apr 10, 2026	Maintains	Neutral	$39.00	33%
UBS	Apr 10, 2026	Maintains	Neutral	$16.00 → $13.00	62%
Deutsche Bank	Apr 10, 2026	Maintains	Hold	$16.00 → $13.00	62%
Morgan Stanley	Apr 10, 2026	Maintains	Equal-Weight	$24.00 → $14.00	60%
TD Cowen	Apr 10, 2026	Maintains	Hold	$20.00 → $13.00	58%

The case for and against

Updated Oct 1, 2026

Bull case

Simply Good Foods is positioned to benefit from resilient demand in nutritional snacking, with Quest’s net sales rising 1.1% and household penetration increasing 120 bps to 20.5%, while chips and shakes showed especially strong momentum and OWYN rebounded 3.6% sequentially. Its portfolio remains attractive because Quest and OWYN now account for about 70% of the business, the company operates with a clean balance sheet, and nearly all sales are generated in North America, supporting focused execution and optional M&A flexibility. Although FY26 margins face inflation, tariffs, and a lower gross margin outlook, raised FY26 revenue guidance to $1,345-1,355 million and management’s planned price increase, cost structure improvements, and brand reinvestment provide a credible path to improved fundamentals.

Bear case

Simply Good Foods is facing a deteriorating fundamentals story driven by weak brand momentum, especially at Atkins where sales fell 24.6% and retail takeaway dropped 23.9% as household penetration slipped 220 bps to 8.5%. Quest, which accounts for about 65% of sales, is also losing bars share with negative base velocities and eroding household metrics, while OWYN’s weak velocity and lost distribution add to the volume pressure. The company’s FY26 outlook was cut sharply, with sales now expected to decline 10% to 7%, gross margin to contract 300 to 350 bps, and adjusted EBITDA to fall to $217 million to $225 million, reflecting inflation, mix pressure, and constrained brand investment.

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