Velocity Made Good Partners With Hillhouse

Velocity Made Good partners with Hillhouse. Revealing an alliance to invest in original consumer brands imagining a global reach. The two firms each allocated $100 million of capital for investments in high-latency names in this sector. First out the gate is expansion funding for Little Freddie and their irresistible ingredients for hungry little humans.
Founded in 2014 by Piers Buck and Taslim Ho, Little Freddie’s mission is to simplify access to organic and nutritious baby food. They both believe exceptional ingredients are the foundation for great food. Piers personally visits every farm they source from to make sure nothing but the best goes in each product.
Since Little Freddie's origin, the business has grown to a full roster of products, with pouches, cereals, and snacks for kids. Little Freddie products are widely available in China, including in-store at Sam’s Club, as well as online at T-Mall and JD.com. In the United Kingdom, they are in-store at Boots and online at Ocado and Tree of Life. Little Freddie has been good at growing via e-commerce, using big data to better realize customer benefits.
Kara Cissell-Roell of VMG Partners said: 'We connected on our ability to take what we believe to be iconic brands and marry them with the technology that allows them to go global, and in particular, to China. We as a partnership see the world as omni-channel and omni-nation. The boundaries that used to exist have started to disappear through technology. And we want to be on the forefront of that and help people who are starting their businesses, and see their brands as global brands, fast-track that expansion.'
Cao Wei of Hillhouse Capital said: 'Little Freddie is a high-quality, trusted brand that has tremendous potential in Asia and other parts of the world, as parents have become increasingly savvy about what they feed their children. We strongly believe that brands able to find and meet unique and unmet consumer needs will excel in the new and changing retail landscape.'
Mike Mauzé of VMG Partners said: 'We are thrilled to be working with Hillhouse Capital to create globally reaching, impactful consumer product companies, building upon the success of our earlier collaborations. Hillhouse has an unparalleled ability in the Asian market and we are honored to be working collaboratively with their team in this long-term partnership.'
Lei Zhang of Hillhouse Capital said: 'We are happy that this investment marks the latest step in our expanding cooperation with VMG to help brands leverage innovation to fuel their global expansion. Our earlier collaborations with VMG on Ancient Nutrition, Solid Gold, and Stone Brewing show the tremendous potential of brands that understand the value of offering consumers a truly differentiated experience.'
Kara Cissell-Roell added: 'We are thrilled to partner with Little Freddie, a brand that resonates so strongly with the mission and vision of VMG, and our experience in the food and mother and child market segments. The company delivers exceptional, organic ingredients, an authentic brand story and an extraordinary growth potential in Asia and beyond.'

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