2x Consumer Products Growth Partners has invested in The Sill, the leading digitally-native brand selling houseplants, pots and accessories. The Sill sells its curated products through its DTC website (www.TheSill.com) and company-owned retail stores. The Sill has built a large and loyal consumer base by designing its products to be stylish, “must have” home décor items and by empowering people to become “plant parents” through educational content on buying and caring for plants. continue reading »
KEYNOTE: Steps to Strategic Investment with 2x Consumer Products Growth Partners, Good Karma and Dean Foods
Sharon Kieffer, Managing Partner of 2x Consumer Products Growth Partners, discussed Dean Foods’ multi-step investment in Good Karma at BevNET Live Winter 2018. Joining her were Doug Radi, CEO of Good Karma, and Alex Jacobs, VP of Corporate Development & Strategy at Dean Foods. They shed light on how 2x Partners and Good Karma partnered to build a strong foundation for the business and rapidly scale in order to attract strategic interest from Dean Foods. They also provided insight on how to ensure the right fit in potential partnerships and how to structure partnerships to ensure mutual alignment.
Andy Whitman, Managing Partner of 2x Consumer Products Growth Partners, discussed best practices in fundraising as part of a Founder Bootcamp Mini-Series on SnackNation’s Brand Builder podcast. Andy gave insight into the evolution of the emerging CPG brands space from his experience in the industry over the last two decades. He also breaks down what excites the 2x Partners team when evaluating potential brand partnerships and how 2x Partners’ model supports a unique approach to partnering with management teams. continue reading »
Investment marks Dean Foods’ commitment to plant-based foods and beverages
DALLAS and BOULDER, Colo., July 2, 2018 /PRNewswire/ — Dean Foods Company (NYSE: DF) today announced it has increased its ownership percentage and taken a majority stake in Good Karma Foods, the leading brand of flaxseed-based milk and yogurt alternatives.
“Good Karma is a fast-growing brand that gets us back into the growing plant-based food and beverage category, making it an excellent addition to our portfolio,” continue reading »
New York, NY (March 13, 2018) – Surratt Beauty, a luxury, color cosmetics brand created by visionary & celebrity makeup artist Troy Surratt, announced today that it has received an investment from 2x Consumer Products Growth Partners (2x Partners), a leading private equity investor in the emerging consumer products space, and AHR Growth Partners (AHR), an investor and advisor to emerging consumer brands.
Founded in 2013, Surratt Beauty is known for its high degree of artistry, continue reading »
KEYNOTE: Platforming A Business To Create Exponential Value
Andy Whitman, Managing Partner of 2x Consumer Products Growth Partners, will discuss how to build outsized value via Brand Platformation™. He will provide a roadmap for how you can think about building your brand into a powerful platform. Andy will share specific case study examples, including with regard to Good Karma (a leader in non-dairy beverages and yogurts that recently attracted an investment/distribution partnership with Dean Foods, continue reading »
Investment marks Dean Foods’ entrance into plant-based beverages category
DALLAS, Texas and BOULDER, Colorado – Dean Foods Company (NYSE: DF) today announced a minority investment and a distribution deal with Good Karma Foods, the leading producer of flaxseed-based milk and yogurt alternatives. The partnership with Dean Foods, a leading food and beverage company, will allow Good Karma to more quickly expand distribution across the U.S., as well as increase investments in brand building and product innovation. continue reading »
20-year-old Entrepreneur Creates Revolutionary Plant-Based Products & Attracts Prominent Private Equity and Strategic Investors
DENVER, CO (February 28, 2017) – D’s Naturals, creator of the innovative, low sugar plant-based No Cow protein bars and the low sugar protein-infused nut butters, Fluffbutter, today announced it has received a significant investment from 2x Consumer Products Growth Partners (2x Partners), a leading private equity investor in the emerging consumer products space, and 301 INC, the new business development and venturing unit of General Mills. continue reading »
Blue Dog Bakery Group, Inc. (“Blue Dog Bakery”) has received a substantial investment from 2x Consumer Products Growth Partners (“2x Partners”). Andrew Whitman, Managing Partner at 2x Partners, has joined the company’s board and will work closely with CEO Kyle Polanski and the management team to continue to build upon the success of the business. Eric Haddenhorst co-led the effort with Whitman and will be a Board Observer.
Based in Seattle, WA, continue reading »
2x Consumer Products Growth Partners and Rustic Canyon/Fontis Partners To Exit Tasty Bite Investment
Kagome to acquire leading ethnic food brand
Chicago, IL and Pasadena, CA – 2x Consumer Products Growth Partners (“2x Partners”) and Rustic Canyon/Fontis Partners (“RC/Fontis”) are set to exit their investments in Preferred Brands International, Inc. An announcement was made simultaneously to the Nikkei and Bombay stock exchanges that Kagome Co., Ltd. (TYO: 2811), a large Japanese food and beverage company, continue reading »
2x Consumer Products Growth Partners Announces Spinoff of Molio from Orabrush
New Video Marketing Company Attracts $3 Million in Series A Funding Led by Greycroft Partners
Today is an exciting day in the history of Orabrush as 2x Consumer Products Growth Partners (“2x Partners”) and the Company formally announce the launch of Molio: the separate company formed recently to take the Orabrush “Reverse Marketing Model” to the next level. continue reading »
2x Consumer Products Growth Partners Exits FoodState Investment
Pharmavite, LLC acquires MegaFood® and INNATE RESPONSE™ brands
Chicago, IL – 2x Consumer Products Growth Partners (“2x Partners”) has sold its investment in FoodState, Inc. to Pharmavite, LLC, one of the largest U.S. manufacturers of high-quality vitamins, minerals and dietary supplements under the Nature Made® brand. Terms of the sale were not disclosed.
Based in Derry, NH, FoodState is a leading manufacturer and marketer of whole food nutritional supplements under the MegaFood® and INNATE RESPONSE™ brands sold in the natural grocery and practitioner channels, continue reading »
The Seaweed Bath Co. has received a substantial growth capital investment led by 2x Consumer Products Growth Partners (“2x Partners”). Sharon Kieffer, Managing Partner at 2x Partners, has joined the company’s board and will work closely with Founder/CEO Adam Grossman to continue to grow The Seaweed Bath Co. Joining the efforts are two Industry Venture Partners at 2x Partners: Shekhar Mitra (former SVP, Global Corporate Research & Development for Procter & continue reading »
2x Consumer Products Growth Partners (“2x Partners”) has made a substantial minority investment in Good Karma Foods, Inc. Sharon Kieffer and Kim Anne Starke, Managing Partner and Vice President respectively, led the efforts for 2x Partners. They will partner with Dan LaValley (retiring CEO) and Doug Radi (new CEO) to continue the growth of Good Karma.
Now based in Boulder, CO, Good Karma is among the fastest growing businesses in the non-dairy beverage space. The company’s flagship Good Karma flaxmilk is a highly differentiated non-dairy beverage with a unique nutritional profile and great taste that is closer to dairy cow’s milk than many other options. continue reading »
2x Consumer Products Growth Partners (“2x Partners”) recently closed its second consumer products-focused growth equity fund. The firm’s second fund received commitments from nearly 90% of the limited partners in its debut fund and were joined by several prominent new investors. Returning and new LPs include:
Many current and former consumer products entrepreneurs and executives
Large single- or multi-family offices in the US and Latin America
2x Partners’ Industry Venture Partners Mark Baum, Bob Burke, continue reading »
The 25 Most Influential Kingmakers in Consumer and Retailer Companies
10.29.2013: Earlier this year, we put together a list of the 25 most innovative consumer and retail companies —the CircleUp 25. Today we are releasing the CircleUp Kingmakers – 25 of the most influential “kingmakers” in consumer and retail. They are men and women whose names repeatedly arise in conversations with industry experts and consumer companies large and small. In researching this article, I talked with consumer and retail entrepreneurs, continue reading »
Sharon Kieffer – Managing Partner, 2x Consumer Products Growth Partners – today was named among the Top Women in Grocery by Progressive Grocer. Leveraging a 20+ year career as a successful innovator and business builder in consumer packaged goods, she was recognized for her work in building the brands of the future through an combination of industry expertise and capital infusion.
Prior to joining 2x Partners, Sharon was an executive at PepsiCo and Kraft Foods where she leveraged her strong consumer and business insights to create and build over $2 billion of new CPG businesses around the globe. continue reading »
We’re regularly asked “what should we show investors”? While there’s no one answer, we’d suggest having:
(1) One page exec summary – see an example in the Entrepreneur Resources section of our website
(2) Short powerpoint that “tells the story” … Guy Kawasaki does a great job talking to his 10/20/30 rule: ten slides, last no more than twenty minutes and contain no font smaller than thirty points. See http://blog.guykawasaki.com/2005/12/the_102030_rule.html for more details. Well said Guy! continue reading »
Check out George Deeb’s RED ROCKET BLOG overall and especially his TEN LESSONS post from this time year ago. Worth noting (or revisiting if you’ve seen it.
# 1: Drivers of Success for Startups. Do I have a Good Business Idea? http://redrocketvc.blogspot.com/2011_02_01_archive.html.
# 2: Building the Right Team for Your Start-Up. http://redrocketvc.blogspot.com/2011/03/lesson-2-building-right-team-for-your.html.
# 3: The Importance of Timing and Luck for Your Startup. http://redrocketvc.blogspot.com/2011/03/lesson-3-importance-of-timing-and-luck.html.
# 4: How to Raise Capital for Your Startup. continue reading »
January 5, 2012 (Austin, TX and Chicago, IL) — Today, Beanitos brand bean chips announced a substantial investment by 2x Consumer Products Growth Partners (“2x Partners”) and Managing Partners Sharon Kieffer and Andy Whitman joined the company’s board of directors. In addition, Sweet Leaf Tea founder and former CEO Clayton Christopher has invested in Beanitos, Inc. and joined the board. Together they will leverage their expertise and work closely with Beanitos CEO Doug Foreman and the management team to build the business. continue reading »
MegaFood and Innate Response Receive Investment and Support from 2x Consumer Products Growth Partners
Joins Majority Investor The Riverside Company in Backing Whole Food Nutritional Supplements Company
December 12, 2011 (Derry, NH and Chicago, IL) – The MegaFood and Innate Response brands of whole food nutritional supplements (owned by BioSan Laboratories, Inc.) have received an investment from 2x Consumer Products Growth Partners (“2x Partners”). Andrew S. Whitman, continue reading »
Rarely do investors say how they feel about businesses presented to them for funding. (It’s a little like dating or hiring – no one explains why “no” … so actually we did. See “10 Reasons Investors Pass” in the Entrepreneur Resources section of 2xPartners.com site (www.2xPartners.com/resources).
Last evening a group in California shared their thoughts. See their thoughts at www.businessinsider.com/five-vcs-explain-what-they-really-think-about-your-pitches-2011-6. continue reading »
While attending the FARM TO FORK event a few weeks ago, our Andy Whitman met the blueberry farmers behind a great “blueberry bush rental” program. Great idea. He signed up and this week a “certificate” arrived in the mail. GREAT idea.
continue reading »
While attending the Stonyfield Institute, lawyer (and good friend of the firm anyway!) Steve Palmer provided some info on:
How the term angels came to be/what they are
How you find them
What they want
Steve was good enough to provide some notes below:
(Those of you who are Biblical scholars might like to think of angel investing in terms of “manna from heaven”)
I. What are angel investors? continue reading »
Recently, Gary Sebek, Charlie Friend and Andy Whitman spent time at the “Superbowl” of trade shows for the housewares and natural products spaces. See the video recap below. continue reading »
Unfortunately the Stonyfield Institute (Mar 24/25) is sold out – sorry for the last minute folks that wanted to attend – but great news. The event is being carried live online – check it out at http://www.inc.com/events/stonyfield. continue reading »
Includes NISSAN for the Leaf, home cleaning products company METHOD, design gurus OXO and multi-national manufacturers UNILEVER and P&G. See http://www.fastcompany.com/1738666/the-10-most-innovative-companies-in-consumer-products. continue reading »
Includes fave retailer TRADER JOE’S, local food connector FOODHUB, restaurant chains including CHIPOTLE and multi-national manufacturer PEPSICO. See www.fastcompany.com/1738541/the-10-most-innovative-companies-in-food. continue reading »
What a great event. Kudos to Jim Slama, founder of FamilyFarmed.org. Our Charlie Friend and Andy Whitman attended with Andy and Kathy Nyquist (New Venture Advisors) leading the afternoon skill-building work session. continue reading »
Our Andy Whitman had the privilege of hosting a panel with Gary Hirshberg (Stonyfield Farm), Irv Cernauskas (Irv & Shelly’s Fresh Picks) and Michael Bashaw (Whole Foods). Plus he co-hosted the afternoon “Skill Building” session with fellow Kraft Foods alumnus turned local food guru-in-the-making Kathy Nyquist.
A highlight though was meeting and listening to Will Allen, former American Basketball Association star, former sales executive and currently Founder & CEO of Growing Power (a farm and community food center in Milwaukee, continue reading »
Hope we’ll see you at this “boot camp” for community-minded entrepreneurs. Our Andy Whitman has had the pleasure of helping to host with Gary Hirshberg (Stonyfield Farm) and Michael Swack (Univ. of NH) for several years now. GREAT event. Worth coming just to meet Gary and hear the “tales from the trenches” … some stories feel more like a stand-up comedy routine … if they weren’t true about all the things that can & do happen to entrepreneurs. continue reading »
Recently, Gary Sebek and Andy Whitman spent time in India including visiting different types of establishments in the rapidly changing retail landscape in India. See the video recap below. continue reading »
Seth gave a great Day Two keynote. Keeping it Honest. Talking about the company history, challenges / opportunities, partnering with Coke, etc. Things are going great on the Coke partnership. Kudos to Seth. continue reading »
Click Here To Listen:
How a CPG Fund Will Evaluate Your Company
(an interview/podcast hosted by author and consultant Bob Jordan) continue reading »
October 1, 2010 (Stamford, CT) – Preferred Brands International (PBI), the manufacturers of Tasty Bite®, the leading brand of all natural, shelf stable Indian and Asian food, today announced a substantial investment by 2x Consumer Products Growth Partners. Existing investor, Rustic Canyon/Fontis Partners (RC/Fontis), also participated in this round of financing. Gary R. Sebek and Andrew S. Whitman, Managing Partners of 2x Consumer Products Growth Partners, will work closely with CEO Ashok Vasudevan and the Tasty Bite management team. continue reading »
For the second time this week, we announced an investment. Our partnership and investment in Tasty Bite is an exciting one on many fronts. Tasty Bite is a fantastic brand with excellent history of growth and continued outstanding prospects. Of course the products are stellar; but the savvy management team is, like usual, a big part of the magic on the business. We couldn’t be more excited to join them and prior investor RC/Fontis in the future of the Tasty Bite business. continue reading »
On a nice crisp early winter day a little less than a year ago, we met with Jeffrey and Neal Harmon, two young executives with Orabrush, Inc. It was the beginning of an exciting year … learning about this fantastic business, introducing them to two Angel investors and an industry executive from P&G who subsequently joined the Company as CEO … and culminating this month with an investment from 2x Consumer Products Growth Partners in Orabrush. continue reading »
Former P&G executive Jeff D. Davis joins as CEO; 2x Consumer Products Growth Partners leads investment.
September 28, 2010 (Provo, UT) – Orabrush, the tongue cleaner that helps cure bad breath, today announced the hiring of a new CEO and a growth capital investment. Both initiatives, designed to fuel growth, are the outcome of a relationship built over the past year between Orabrush executives Jeffrey and Neal Harmon and Andrew S. continue reading »
In December 2009, we participated in BevNet LIVE – a fantastic forum for emerging beverage business entrepreneurs (and big company folks alike) – by giving a workshop on how to attract venture capital or private equity funding for their beverage businesses called “Show Me The Money – Financing Bootcamp for Founders”. We had a chance to meet many founders including brothers Mark and Jon Sider who were readily to launch a brand called Greater > continue reading »
Andy Whitman leads SHOW ME THE MONEY workshop at BEVNET Live Financing Workshop
Download a copy of Andy’s presentation continue reading »
Northwestern’s Kellogg School profiles Andy Whitman as part of the changing Private Equity world
Click here to download Kellogg World Spring ’10 continue reading »
View keynote address at FAMILY FARMED EXPO Financing Farm to Fork Conference. continue reading »
December 3, 2007, Portland, OR – gDiapers, the earth-friendly hybrid diaper that you can flush, compost or toss, today announced a partnership with, and significant minority investment from, 2x Consumer Products Growth Partners of Chicago. Co-founders Jason and Kimberley Graham-Nye, CEO and President respectively, will work closely with the 2x Consumer Products Growth Partners team led by Managing Partner Andrew S. Whitman in building the business.
Last year alone, more than 18 billion diapers went into landfills across America, continue reading »