Category Archives: News

2x Consumer Products Growth Partners Invests in The Sill

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.

Sharon Kieffer of 2x Partners Gives Keynote Address Alongside Good Karma and Dean Foods at BevNET Live Winter 2018

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 of 2x Partners Joined With SnackNation’s Brand Builder Podcast to Discuss “How, When and If to Raise Capital”

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.

Listen to the podcast at https://www.snacknation.com/blog/andy-whitman-2x-partners/.

Dean Foods Becomes Majority Shareholder of Good Karma

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,” said Ralph Scozzafava, CEO of Dean Foods. “Our investment in Good Karma is just one example of how we are executing against one of the major pillars of our strategic plan, to build and buy strong brands.”

Good Karma’s plant-based alternatives are free of all major allergens, deliver strong nutritional benefits and have a surprisingly neutral flavor and creamy texture, which allows Dean Foods to reach consumers looking for great-tasting alternatives to conventional dairy.

“We are thrilled about our continued partnership with the Dean Foods team,” said Doug Radi, Good Karma Foods CEO. “We believe this relationship validates that Good Karma is one of the leading and fastest-growing brands to watch in the plant-based category, and we are excited about how this partnership will advance our mission of inspiring goodness by making our plant-based, non-dairy beverages and yogurts more accessible across the U.S.”

Scozzafava continued, “As majority owners, we look forward to working with Doug and his team to continue their strong momentum and support their growth agenda.”

Good Karma will continue to operate as a Boulder-based independent company led by its existing leadership team. 2x Consumer Products Growth Partners continues to be a material investor and supporter of Good Karma.

ABOUT DEAN FOODS
Dean Foods is a leading food and beverage company and the largest processor and direct-to-store distributor of fresh fluid milk and other dairy and dairy case products in the United States. Headquartered in Dallas, Texas, the Dean Foods portfolio includes DairyPure®, the country’s first and largest fresh, white milk national brand, and TruMoo®, the leading national flavored milk brand, along with well-known regional dairy brands such as Alta Dena®, Berkeley Farms®, Country Fresh®, Dean’s®, Friendly’s®, Garelick Farms®, LAND O LAKES®* milk and cultured products*, Lehigh Valley Dairy Farms®, Mayfield®, McArthur®, Meadow Gold®, Oak Farms®, PET®**, T.G. Lee®, Tuscan® and more. Dean Foods also has a joint venture with Organic Valley®, distributing fresh organic products to local retailers. In all, Dean Foods has more than 50 national, regional and local dairy brands as well as private labels. Dean Foods also makes and distributes ice cream, cultured products, juices, teas, and bottled water. Almost 16,000 employees across the country work every day to make Dean Foods the most admired and trusted provider of wholesome, great-tasting dairy products at every occasion. For more information about Dean Foods and its brands, visit www.deanfoods.com.

*The LAND O LAKES brand is owned by Land O’Lakes, Inc. and is used by license.

**PET is a trademark of Eagle Family Foods Group LLC, under license.

ABOUT GOOD KARMA FOODS
Good Karma isn’t just our name, it’s the inspiration for everything we do. We are a company and a group of people with full hearts who inspire goodness with the tiny but mighty choices we make every day, from selecting our ingredients, to how we make our products and give back to our community. Based in Boulder, Colo., we are dedicated to making plant-based, dairy alternative food and beverage products that deliver a mighty bundle of nutrition along with surprisingly good taste and texture. In 2012, Good Karma was the first company to create a flax-based milk alternative based on the need for a dairy alternative that was free of all major allergens, and also delivered on nutrition, taste and texture. Since then, we have launched a line of Flaxmilk + Protein, Probiotic Drinkable Yogurts, Dairy Free Yogurt Cups, Seasonal Nogs and a line of shelf-stable Flaxmilk Omega-3 + Protein. By providing allergen-friendly products that put a smile on your face, we hope you’ll be inspired to join our Good Karma movement through the tiny but mighty actions you take each day. Learn more and find additional inspiration by connecting with us online at www.goodkarmafoods.com, and on Facebook, Instagram and Twitter.

Contact Dean Foods: Corporate Communications, Reace Smith, +1-214-721-7766, media@deanfoods.com; or Investor Relations, Sherri Baker, +1-214-303-3438

Contact Good Karma Foods: Elexis Schroder, +1-720-352-3961, press@goodkarmafoods.com

2x Consumer Products Growth Partners and AHR Growth Partners Invest in Surratt Beauty

surratt

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, innovation and Japanese influence.  The brand offers a line of superior products, including eye, lip, face and tools, meticulously sourced from Japan after Surratt’s global search to discover the best.  Today, the brand is sold across a variety of premier beauty retailers, including Barneys NY, Liberty of London, MECCA in Australia, Space NK and select Sephora and Bluemercury locations.

“I believe today’s consumer should have the very best, and our mission is to deliver the sophistication and quality that Japanese cosmetics are known for.  We are honored to work with 2x Partners and AHR to help support and accelerate the brand,” said Surratt, founder.

Joining Surratt Beauty is Heidi Manheimer, previously Chief Executive Officer of Shiseido Cosmetics USA, as Executive Chairman, and Joyce Avalon, most recently Chief Merchant at Space NK, as President.  Manheimer, a longtime friend and mentor to Surratt, added, “I am eager to partner with Troy and the team to help take the brand to the next level.  Everyone is going after the Millennial today, but at the same time, you have the luxury customer who is looking for something new, and Surratt fills that.”

“We are thrilled to partner with Surratt Beauty because of our belief in Troy’s artistry, the award-winning products that he has created and his commitment to innovation and creativity.  Together with Troy, Heidi, AHR and the rest of the team, we look forward to growing Surratt Beauty into a leader in luxury color cosmetics,” said Sharon Kieffer, a Managing Partner at 2x Partners.

John Bahr, Managing Partner at AHR noted, “We are impressed by Surratt’s Japanese approach to beauty, and are excited to partner with 2x Partners and the team to help Surratt become a leader in the luxury space.”

Terms of the investment, which was led by 2x Partners, were not disclosed.

Andy Whitman of 2x Consumer Products Growth Partners to Give Keynote Address at NOSH LIVE in New York on June 12, 2017

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, the largest processor and direct-to-store distributor of dairy case products in the US). This keynote address is not to be missed.

Dean Foods and Good Karma Foods strike investment and distribution deal to accelerate brand growth

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. Dean Foods will take a position in the brand and joins lead investor 2x Consumer Products Growth Partners in support of Good Karma.

“We love Good Karma as a fit for Dean Foods as we focus on diversification both within and beyond dairy,” said Ralph Scozzafava, CEO of Dean Foods. “This opportunity with Good Karma is a way for us to build a platform for a larger plant-based portfolio. The management team has deep category expertise, the brand is a disruptor in plant-based, non-dairy space, and we believe we can support its growth.”

Scozzafava continued, “One of the pillars of our strategic plan is to build and buy strong brands, and Good Karma embodies the exact type of opportunity we’re interested in as we look to add leading and high potential brands in adjacent growing categories such as plant-based beverages.”

“Good Karma isn’t just our name, it’s the inspiration for everything we do,” said Doug Radi, Good Karma Foods CEO. “This partnership validates that Good Karma has become one of the leading and fastest-growing brands to watch in the plant-based category. We are excited about how this partnership will give us the opportunity to advance our mission of inspiring goodness by making our flax-based non-dairy beverages and yogurts more accessible across the U.S.”

Good Karma will continue to operate as a Boulder-based independent company led by its existing leadership team. As part of the investment agreement, Dean Foods will lend support to Good Karma’s growth plans in the conventional retail channel through its experienced sales team. Terms of the deal were not disclosed. Piper Jaffray served as an advisor to Good Karma.

ABOUT DEAN FOODS

Dean Foods is a leading food and beverage company and the largest processor and direct-to-store distributor of fresh fluid milk and other dairy and dairy case products in the United States. Headquartered in Dallas, Texas, the Dean Foods portfolio includes DairyPure®, the country’s first and largest fresh, white milk national brand, and TruMoo®, the leading national flavored milk brand, along with well-known regional dairy brands such as Alta Dena®, Berkeley Farms®, Country Fresh®, Dean’s®, Friendly’s®, Garelick Farms®, LAND O LAKES®* milk and cultured products*, Lehigh Valley Dairy Farms®, Mayfield®, McArthur®, Meadow Gold®, Oak Farms®, PET®**, T.G. Lee®, Tuscan® and more. Dean Foods also has a joint venture with Organic Valley®, distributing fresh organic products to local retailers. In all, Dean Foods has more than 50 national, regional and local dairy brands as well as private labels. Dean Foods also makes and distributes ice cream, cultured products, juices, teas, and bottled water. Almost 17,000 employees across the country work every day to make Dean Foods the most admired and trusted provider of wholesome, great-tasting dairy products at every occasion. For more information about Dean Foods and its brands, visit www.deanfoods.com.

*The LAND O LAKES brand is owned by Land O’Lakes, Inc. and is used by license.

**PET is a trademark of Eagle Family Foods Group LLC, under license.

ABOUT GOOD KARMA FOODS

Good Karma isn’t just our name, it’s the inspiration for everything we do. We are a company and a group of people with good hearts who inspire goodness with the tiny but mighty choices we make every day, from selecting our ingredients, to how we make our products and give back to our community. Based in Boulder, Colo., we are dedicated to making plant-based, dairy alternative food and beverage products that deliver a mighty bundle of nutrition along with surprisingly good taste and texture. In 2012, Good Karma was the first company to create a flax-based milk alternative based on the need for a dairy alternative that was free of all major allergens, and also delivered on nutrition, taste and texture. Since then, we have launched Flaxmilks with added protein, Probiotic Drinkable Yogurts and Dairy Free Yogurts Cups. By providing allergen-friendly products that put a smile on your face, we hope you’ll be inspired to pour some goodness forward. Join our Good Karma movement and find additional inspiration by connecting with us online at goodkarmafoods.com, and on Facebook, Instagram and Twitter.

Contact Dean Foods: Corporate Communications, Jamaison Schuler, +1-214-721-7766, media@deanfoods.com; or Investor Relations, Sherri Baker, +1-214-303-3438

Contact Good Karma Foods: Elexis Schroder, +1-720-352-3961, press@goodkarmafoods.com

D’s Naturals Secures Investment from 2x Consumer Products Growth Partners and 301 Inc Venturing Unit at General Mills

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. The collaboration with 2x Partners and General Mills will help to provide the resources the company needs for its next stage of growth. Terms of the investment, which was led by 2x Partners, were not disclosed.

D’s Naturals was founded in 2015 by the then 18-year-old serial entrepreneur and fitness enthusiast Daniel Katz (“D”) after realizing he had a dairy sensitivity, a problem plaguing a significant portion of the population. After failing to find a plant-based protein bar that was low in sugar on the market, D began developing the No Cow bar. D’s passion and drive to succeed resulted in countless nights spent in the office, with D opting for an air mattress on the office floor instead of at home. In less than two years, D has grown the company to nearly $10 million in revenue and gained national distribution in over 10,000 retail locations.

“My mission is to create low sugar, plant-based products that fuel an active lifestyle and offer more options to people living with dietary restrictions or choosing to eat more plant-based foods,” said Katz. “I’m proud of what we’ve been able to accomplish in the last two years, but I’m even more excited for what’s to come. I look forward to working with 2x Partners and the 301 INC team at General Mills as we create a No Cow revolution.”

The flagship No Cow bar delivers at least 20 grams of plant-based protein per bar with only 1 gram of sugar. In addition, the bars are dairy free, soy free, gluten free, vegan and non-GMO, and come in a variety of flavors such as Peanut Butter Chocolate Chip, Raspberry Truffle, Blueberry Cobbler and Lemon Meringue Pie. Similarly, Fluffbutter is made with simple ingredients like brown rice and pea proteins, infused into an almond or peanut butter spread. Fluffbutter contains 1 gram or less of sugar per serving is free of dairy, soy, gluten and GMOs and comes in flavors ranging from Vanilla Maple Frosting to Creamy Chocolate S’mores.

“D’s Naturals is a true innovator among performance food products. We’re incredibly excited to partner with D and 301 INC to help maximize success,” said Andy Whitman, Managing Partner at 2x Partners.

John Haugen, Vice President and General Manager of 301 INC added, “We are impressed with how much D has been able to accomplish for his emerging brand over the past two years. No Cow bars offer consumers a convenient way to access nutrient-rich, plant-based proteins, which is gaining more and more consumer interest. We’re eager to help him take his business to the next level.”

D’s Naturals is available nationally at more than 10,000 retail locations including Vitamin Shoppe, GNC, CVS, local fitness centers serviced by Europa Sports as well as on Amazon and the company website (www.myNoCow.com).

Houlihan Lokey provided financial guidance to D in this transaction.

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About D’s Naturals

Created by Daniel Katz at only 18-years old, D’s Naturals was founded on a mission to redefine natural nutrition with its line of plant-based foods designed to fuel an active lifestyle. Made with simple ingredients like brown rice and pea protein, No Cow protein bars and Fluffbutter protein-infused nut butters are vegan, non-GMO, and free of gluten, dairy, lactose and soy. Products are available nationally at Vitamin Shoppe, GNC, CVS, local fitness centers serviced by Europa Sports as well as on Amazon and the company website. To learn more please visit www.myNoCow.com

Blue Dog Bakery and 2x Consumer Products Growth Partners Join for Continued Growth on Leading All-Natural Pet Treat Brand

24064 MORE SideBlue 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, Blue Dog Bakery is a leading producer of premium, all-natural pet treats sold primarily in the conventional grocery and mass merchandiser channels.  The Company has experienced rapid growth since it was founded in 1998, and Blue Dog Bakery has become one of the largest and fastest growing brands in the pet treat category within its core channels.

For more information, please visit www.bluedogbakery.com.

2x Partners and RC/Fontis To Exit Tasty Bite Investment; Kagome To Acquire Leading Ethnic Food Brand

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, will acquire majority interest in Preferred Brands. Management will continue to own a significant minority interest following the transaction, which is subject to customary regulatory approvals and is expected to close in May, 2015.

Based in Stamford, CT, with manufacturing in Pune, India, Preferred Brands is a leading manufacturer and marketer of Indian entrées, Asian noodles and ethnic inspired organic rice products under the TASTY BITE brand. During the term of the investments from 2x Partners (invested in 2010) and RC/Fontis (initially invested in 2008 as the first institutional money into the Company), the Company’s revenue approximately doubled and tripled respectively while profitability growth exceeded revenue growth in all cases.

“Pending regulatory approval, we will be pleased to see a global industry leader like Kagome take Tasty Bite to the next level,” said Andrew Whitman, Managing Partner at 2x Partners. Adds Renée LaBran, Managing Partner at RC/Fontis, “We have tremendous respect for the Tasty Bite team, and expect that the company will thrive under their continued leadership and the guidance of Kagome.”

LaBran and Managing Partner Gabrielle Greene-Sulzberger led the investment from RCF and were supported by their partner Danny Villanueva. The 2x Partners team included Whitman and Vice President Kim Anne Starke and were supported by Managing Partner Sharon Kieffer, Vice President Mike Apostal and several of the firm’s Industry Venture Partners.

Barclays acted as exclusive financial advisor to Preferred Brands. The Giannuzzi Group, LLP and Horwood Marcus & Berk Chartered provided legal counsel to the Company and the investors respectively.

2x Consumer Products Growth Partners Announces Spinoff of Molio from Orabrush

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. “As the first institutional investor in Orabrush, we saw a highly differentiated product and a very different go-to-market model,” says Andrew Whitman – Managing Partner with 2x Partners. “With high demand for the online marketing technologies and YouTube video capabilities that powered Orabrush, spinning off Molio was a logical and exciting next step.” Molio’s proven ad technology model has built two multi-million dollar online brands and launches with ten brand partners.

Looking back, the 2x Partners team met with the founders of Orabrush on a crisp early winter day in 2009. It was the beginning of an exciting year … learning about the fantastic business, introducing the founders to two Angel investors and Jeff Davis, an industry executive from P&G who subsequently joined the Company as CEO. A year later 2x Partners invested in Orabrush.

With outside technology investors led by Greycroft Partners, Molio is well staged for the future. 2x Partners continues to be a strong supporter and shareholder in Molio.

Please visit www.Molio.com to learn more.

About 2x Consumer Products Growth Partners
2x Consumer Products Growth Partners joins with founders and management in emerging consumer products businesses capable of growing exponentially via an infusion of capital and management expertise. Focus areas include food, beverage, personal care, home care and pet care – particularly in the organic/natural, specialty/gourmet and ethnic sectors. Businesses are primarily within the $2-25 million revenue range. Visit www.2xPartners.com to learn more about 2x Partners and the partner companies including Beanitos bean-based snacks, gDiapers eco-friendly diapers, MegaFood/INNATE RESPONSE whole food supplements, Orabrush bad breath eliminators and Tasty Bite Indian- and pan-Asian foods.

About Molio, Inc.
Molio (www.Molio.com) is a video marketing ad technology and branding company. Molio reaches audiences in a unique way, resulting in brands having more exposure and industry-leading results. Using an integrated approach that blends content creation, video optimization and media placement on YouTube with proprietary advertising software, Molio creates hyper-targeted campaigns that yield high levels of awareness, engagement and conversion to build brands online.

2x Consumer Products Growth Partners Exits FoodState Investment

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, respectively.

During the 3+ years 2x Partners was invested in FoodState (in partnership with co-investor The Riverside Company), “we helped recruit significant senior management talent largely from our network and partnered actively with the team,” said Andrew Whitman, Managing Partner at 2x Partners. By investing heavily in marketing, sales and manufacturing infrastructure, the Company nearly doubled in size while maintaining very attractive profit margins.

“I will truly miss working with 2x Partners,” said Robert Craven, CEO at FoodState. “They were thoughtful & creative partners. Without their support and industry expertise I am certain we would not have had the success we are now enjoying.”

“We are very proud of what the FoodState team accomplished, how 2x Partners helped contribute to this exponential growth and the strong working partnership we had with the Riverside team,” said Whitman. “Pharmavite is a great strategic fit for the Company, and the acquisition yields a very attractive return to our valued Limited Partners.”

Managing Partner Sharon Kieffer, Industry Venture Partner Bob Burke (FoodState board member) and Vice Presidents Michael Apostal and Kim Anne Starke rounded out the FoodState-related investment & operating team from 2x Partners.

Jones Day (legal) and Imperial Capital (investment bankers) represented Riverside and 2x Partners.

About 2x Consumer Products Growth Partners
2x Consumer Products Growth Partners joins with founders and management in emerging consumer products businesses capable of growing exponentially via an infusion of capital and management expertise. Focus areas include food, beverage, personal care, home care and pet care – particularly in the organic/natural, specialty/gourmet and ethnic sectors. Businesses are primarily within the $2-25 million revenue range. Visit www.2xpartners.com to learn more about 2x Partners and the partner companies including Beanitos bean-based snacks, gDiapers eco-friendly diapers, Orabrush bad breath eliminators and Tasty Bite Indian- and pan-Asian foods.

Innovative Natural Personal Care Company The Seaweed Bath Co. Receives Investment from 2x Consumer Products Growth Partners


HighRes2016LogoThe 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 & Gamble’s beauty and personal care businesses) and Gil Pritchard (3-time natural products industry CEO with substantial exits including Avalon Natural Products).

Located in Austin, TX, The Seaweed Bath Co. is a rapidly growing innovator in the natural personal care sector. The Company was founded as a result of Adam’s personal journey to find a natural skin solution to his extreme psoriasis. He discovered the detoxifying powers of seaweed to nourish and soothe sensitive and irritated skin. The Seaweed Bath Co. brings these efficacious benefits which seaweed provides to natural hair, skin and bath categories.

For more information, please visit www.seaweedbathco.com.

2x Consumer Products Growth Partners Invests in High Growth Non-Dairy Beverage Brand Good Karma

Good Karma Foods Logo High Res

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. Good Karma is broadly available in the natural channel and rapidly expanding its distribution into conventional grocery stores.

For more information, please visit www.goodkarmafoods.com.

2x Partners’ Andy Whitman named to Forbes Magazine List “25 Most Influential Kingmakers in Consumer and Retailer Companies”

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, public consumer and retail companies, private equity firms, angel investors, and service providers including distributors, marketing firms and consumer focused consulting firms. And they are those men and women who in our opinion at CircleUp deserve to be included among the inaugural CircleUp Kingmakers.

Tech has its own lists of influential power players. Until now, there has not been an equivalent list in consumer and retail. We are including more than investors alone in the CircleUp Kingmakers, however, because in our industry kingmakers are more than just investors. They are connectors, brilliant thinkers, visionaries and retailers and investors-extraordinaire. And each of these traits plays into the ability to lead a brand to success. Every person on this list excels in one or more of these categories. Undoubtedly, there are countless others who excel similarly in these areas and who deserve to be mentioned in a list of this sort. Unfortunately, we have chosen to limit those honored to 25. – Ryan Caldbeck

#8. Andy Whitman, Managing Partner
2x Consumer Product Growth Partners

2x Consumer Product Growth Partners helps emerging, branded consumer product companies achieve their potential by bringing deep industry expertise and a capital infusion. Andy and team focus on food, beverage, personal care, home care and pet care companies generally with $2-25 million in revenue in the organic/natural, specialty/gourmet and ethnic sectors. 2x Partners has played a critical role in developing companies like Beanitos healthy chips, MegaFood whole food supplements, Orabrush tongue cleaners, Tasty Bite Indian foods and gDiapers eco-friendly diapers. Andy founded 2x Partners following his career with General Foods and Kraft Foods. At Kraft, he demonstrated his talent for growing the smaller brands that had not grown or been run profitably previously. Before raising the 2x Partners growth capital fund, he co-invested with Catterton Partners and helped grow Wellness pet food and Old Mother Hubbard pet treats into one of the largest CPG exits in the last decade.

2x Consumer Products Growth Partners’ Sharon Kieffer named Top Woman in Grocery

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. Most notably she worked to launch Aquafina and Starbucks ready to drink beverages in the US and expand the Philadelphia and Kraft cheese brands into new categories internationally. Today, she is focused on working alongside entrepreneurs to help create the next generation of differentiated and high growth CPG businesses.

Sharon began her marketing career in advertising at Leo Burnett, working on personal care and paper businesses. She spent the next 18+ years rising through the ranks in Marketing and Innovation at Kraft Foods, Fort James and PepsiCo. Most recently, Sharon was the VP of Global Innovation at PepsiCo where she led disruptive innovation efforts for the Quaker brand and Global Nutrition Group around the world.  Sharon received both a B.B.A. and an M.B.A from the University of Wisconsin.

She enjoys spending time with her husband and twin boys and pursuing her passions of athletics, the outdoors and health and wellness. She is an avid Badger and Packer fan, has completed two marathons, biked through Italy and enjoys hiking whenever possible.

2x Partners: What Info To Share With Investors

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!

(3) Detailed bottoms-up (vs. “there’s a billion people in the addressable market and we can get 0.5%, so ….) financial model in excel.
(Please don’t ever send anyone a PDF of a model – it defeats the purpose of being able to see the assumptions etc.)

(4) OPTIONAL – and more for your use than investors in our opinion – a detailed biz plan in word format.  Keep it <30 pages including summary of the financials etc.  But it’s place to play out all your details and assumptions.  Often, it’s a way a founder can see the gaps in their own plan that might not be obvious in a shorter PPT.

And, if you’re interested in a deep dive, there’s a great workshop coming up.  There’s nothing in it for us … but we know what great reviews these workshops get.  And, first time they’re being done in Chicago.  Check out http://www.naturalconsulting.com/seminars/finance-seminar-networking-event.

2x Partners Shares Interesting Post from George Deeb’s Red Rocket Blog

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.  http://redrocketvc.blogspot.com/2011/03/lesson-4-how-to-raise-capital-for-your.html.

# 5: Finding Angel Investors for Your Startup.  http://redrocketvc.blogspot.com/2011/03/lesson-5-finding-angel-investors-for.html.

# 6: Structuring Strategic Partnerships for Your Startup.  http://redrocketvc.blogspot.com/2011/03/lesson-6-structuring-strategic.html.

# 7: Key Components for Writing a Business Plan.  http://redrocketvc.blogspot.com/2011/03/lesson-7-key-components-for-writing.html.

# 8: Startups Require Flexibility to Optimize Business Model.  http://redrocketvc.blogspot.com/2011/03/lesson-8-startups-require-flexibility.html.

# 9:  Spreading Equity to Key Employees and Partners.  http://redrocketvc.blogspot.com/2011/03/lesson-9-spreading-equity-to-key.html.

#10: How Best to Approach VC’s or Angel Investors.  http://redrocketvc.blogspot.com/2011_03_01_archive.html.

Beanitos and 2x Consumer Products Growth Partners ready to take bigger bite from snack market together

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.

“It looks like the new year is off to a great start. We’re proud that the 2x Partners team is now on board with Beanitos,” says Foreman. “Their experience working with both Fortune 500 companies and savvy entrepreneurs will help Beanitos become a dominant marketplace brand that much faster. We’ve got a great product and now our resources and team are even stronger.”

Beanitos is a leader in the better-for-you snack category. According to SPINS, the leading provider of natural product industry data, Beanitos is the #1 growth brand in sales dollars and product volume in the corn chips, tortilla chips and all other snacks categories. Foreman says, “Beanitos launched in 2010 and our sales are already surpassing our original goals. Americans are looking to eat healthier and Beanitos is helping them do it.” Beanitos bean chips are made from whole pinto and black beans … and a 1.25 oz. bag packs a whopping 6 grams of protein and 6 grams of fiber. All four flavors — Black Bean, Pinto Bean & Flax, Chipotle BBQ and Cheddar Cheese Pinto Bean — are gluten-free, corn-free, low glycemic and non-GMO.

“The 2x Partners team evaluates hundreds of companies a year, looking for branded consumer businesses that are both highly differentiated and have strong growth potential,” commented Kieffer. “We believe in Beanitos because of the product’s great taste, strong nutritional profile, sales and the management team’s successful track record in the better-for-you snack space. We’re looking forward to working with the management team in growing this exciting and innovative company.”

Terms of the investment were not disclosed.

About Beanitos

Beanitos, Inc. produces and distributes Beanitos brand bean chips — great-tasting, natural and healthful snack chips. The company is dedicated to the research and development of delicious and innovative all-natural healthful food products centered on the powerfully nutritious yet humble legume. Beanitos is an Austin, Texas-based company, formed in 2009 by brothers Doug and Dave Foreman, who together have more than 60 years of food industry expertise, primarily focused on the better-for-you and natural snacks space. Learn more at www.Beanitos.com.

About 2x Consumer Products Growth Partners

2x Consumer Products Growth Partners joins with founders and management in emerging branded consumer products businesses capable of growing exponentially via an infusion of capital and industry expertise. The firm’s principals and industry venture partners have 375 years of combined experience, contacts and connections. Focus areas include food, beverage, personal care, home care and pet care — particularly in the organic/natural, specialty/gourmet and ethnic sectors. The firm or its principals have invested in such companies as gDiapers eco-friendly diapers, Orabrush bad breath eliminator, Tasty Bite Indian foods, MegaFood & Innate Response nutritional supplements, Eagle snacks and Wellness & Old Mother Hubbard all-natural foods for pets. Additional information is available at www.2xPartners.com.

MegaFood and Innate Response Receive Investment and Support from 2x Consumer Products Growth Partners

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, Managing Partner at 2x Partners, has joined the company’s board and will work closely with CEO Robert U. Craven and the management team to help build the business. 2x Partners joins majority investor The Riverside Company, a global private equity firm, and longtime owner and former CEO Carl Jackson, who retired in May but continues to be an active advisor and member of the Board of Directors.

“We couldn’t be more excited to have Andy and his team joining us as we continue to outperform the rapidly growing nutritional supplements category,” said Craven. “Their significant industry and operational experience is already adding value.”

“Each year, we review more than 500 emerging branded consumer products businesses in search of highly differentiated businesses with significant growth potential,” said Whitman. “These two exciting brands have demonstrated their connections with consumers, retailers and health professionals alike. We are energized to work with Robert and the team to help the company in its continued growth while staying true to its heritage of delivering unique whole food supplements since 1973.”

“The 2x Partners team was invaluable to Riverside as we performed our diligence, and they introduced us to the company’s current CEO,” said Riverside Managing Partner Loren Schlachet. “We are very pleased to have them on board as valued industry partners to help maintain our growth momentum.”

Also joining the company’s Board is Bob Burke, the Founder and Principal at Natural Products Consulting Institute, and an Industry Venture Partner with 2x Partners. Burke is a sought-after advisor and consultant to high growth companies, leveraging his consulting experience since 1998 and, for the previous 11 years, leading sales and marketing at Stonyfield Farm to help it become the world’s leading organic yogurt company.

Terms of the investment were not disclosed.

About MegaFood and Innate Response brands
Founded in 1973, BioSan Laboratories produces and distributes the premium supplement brands MegaFood and Innate Response for the retail and professional health industry respectively. The company purchases ingredients from a network of U.S. based Farm Fresh Partners, selling a wide variety of dietary supplements for various health needs. For more information, visit www.MegaFood.com or www.InnateResponse.com.

About 2x Consumer Products Growth Partners
2x Consumer Products Growth Partners joins with founders and management in emerging branded consumer products businesses capable of growing exponentially via an infusion of capital and industry expertise. The firm’s principals and industry venture partners have 375 years of combined experience, contacts and connections. Focus areas include food, beverage, personal care, home care and pet care – particularly in the organic/natural, specialty/gourmet and ethnic sectors. The firm or its principals have invested in such companies as gDiapers eco-friendly diapers, Orabrush bad breath eliminator, Tasty Bite Indian foods, Eagle snacks and Wellness & Old Mother Hubbard all-natural foods for pets. Additional information is available at www.2xPartners.com.

About The Riverside Company
The Riverside Company is a global private equity firm focused on acquiring growing enterprises valued at up to $200 million (€200 million in Europe). The firm partners with strong management teams and enhances its investments through acquisitions and organic growth. Since its founding in 1988, Riverside has invested in more than 250 transactions with a total enterprise value of more than $5.8 billion/€4.7 billion. The firm’s portfolio in North America, Europe and the Asia-Pacific region includes more than 75 companies with roughly 13,000 employees. Riverside completes acquisitions smoothly thanks to $3.2 billion/€2.4 billion in assets under management, more than 200 professionals in 20 offices, and longstanding relationships with partner lenders. Additional information is available at www.RiversideCompany.com.

2x Partners shares Investors Comment on Founder Pitches!

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.

2x Partners: Angel Investors 101

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:

ANGEL INVESTORS

(Those of you who are Biblical scholars might like to think of angel investing in terms of “manna from heaven”)

Overview

I. What are angel investors?

II. How do you find them?

III. What do they want?

I. What are angel investors?

– One possible answer: Anyone who will give your venture some money!
– The term “angel investor” was first used to describe wealthy individuals who helped to fund Broadway productions.
– In 1978, William Wetzel of the Center for Venture Research of the University of New Hampshire started using the term the way we think of it today.
– Because each angel investor is different – and because angel investing in general has changed over the years as we will learn in a moment – what I am saying about angel investing are generalizations.
– Originally, angel investors were high net worth individuals who made investments with their own personal funds in early stage ventures – typically as a second stage investment after founder or friends and family rounds.
– Often they were entrepreneurs who “cashed out” and wanted to invest in new enterprises.
– In the late 1980s, angel groups or angel networks began to form where groups of high net worth individuals pooled their money to make investments. They have investment criteria, review committees and often professional staff. There are now at least 300 such angel groups in the U.S. – and probably more.
– One of the larger groups in this region is “Common Angels” in Boston, which was formed in 1998, and which generally has an IT investment focus.
– These angel groups and networks have moved angel investing along the spectrum to look more like traditional venture capital financing.
– But there are still plenty of traditional individual angel investors out there and actively investing. One estimate puts the number of active angel investors in the U.S. in 2007 at over 250,000.

II. How do you find them?

– Just like “real” angels, you often can’t see them.
– It is easier to find “angel groups” these days using search sites such as Google, Yahoo or Bing or by using resources such as the Angelsoft network. Angelsoft network, which you can find at angelsoft.net, was formed in 2004 and provides web-based deal flow management software to angel investors and provides a forum to introduce entrepreneurs to potential sources of angel funding.
– Identifying the traditional type of individual angel investor is a bit trickier.
– One way to find them is by attending events such as this and by networking. I have a feeling there may be an angel investor or two in this room right now. But be kind – lest they disappear!
– Ask other entrepreneurs.
– Ask your advisors.

III. What do they want?

– Remember, they may be angels, but they are also investors. Like any investor, they want a return.
– As early stage risk investors, they’d like a big return – something on the order of 10x, 20x or even more over a 5 year horizon. And like other investors, they certainly don’t always get it!
– They want you to succeed! Many angel investors, in addition to giving you money, want to be your mentor. They like to share the benefit of their experience and their contacts.
– Many develop a strong personal interest in and connection with your company – and you.
– They often have knowledge and interest in your industry and can be good sounding boards.
– In general they are more likely to be “hands on” than passive investors, but are less control oriented than VCs

IV. Closing

I started with a Biblical reference, so I’ll close with one from pop culture. If you are a fan of It’s a Wonderful Life, now you know that every time you hear a bell ring, not only has an angel gotten his or her wings, but has made an investment in a company like yours!

Provided courtesy of:

Stephen L. Palmer | K&L Gates

State Street Financial Center, One Lincoln Street, Boston, MA 02111

(617) 951-9211 direct | e-mail: stephen.palmer@klgates.com

2x Partners: Most Amazing Takeaway from FINANCING FARM-TO-FORK workshop today

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, WI).  Will is widely considered the leading authority in the rapidly expanding world of urban agriculture.

2x Partners: Coming to Stonyfield Entrepreneurship Institute in NH on March 24/25?

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.

Must attend!!  Learn more at: www.carseyinstitute.unh.edu/SEI.html.

Tasty Bite and 2x Consumer Products Growth Partners Join for Continued Growth on Leading Ethnic Food Brand

tastybitenewsOctober 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.

In a rapidly growing market for ethnic foods, Tasty Bite is leading the way with consistent annual growth in excess of 35%. According to Vasudevan, “Tasty Bite is helping Americans ‘Spice It Up’ with our complete line of all-natural Indian and Pan-Asian entrées, simmer sauces, rice and meal inspiration offerings.” Tasty Bite products can be found at many grocery, natural food and club stores in the United States, Canada and Australia.

The investment will help expand capacity at the Company’s state-of-the-art manufacturing facility in Pune, India as well as increase Tasty Bite sales, distribution and marketing efforts. “We couldn’t be more thrilled to welcome Gary and Andy and the 2x Consumer Products Growth Partners team to the Tasty Bite family,” says CEO Vasudevan. “Their approach to working with entrepreneurs and their deep background in the food industry are welcome additions to our team.”

“In seeking out highly differentiated businesses with significant growth potential, we review hundreds of opportunities among emerging branded consumer products companies each year,” commented Sebek. “Having proactively evaluated many ethnic food companies, Tasty Bite is in a class of its own with an outstanding management team. Its unique and tempting products have mainstream appeal and tremendous growth potential. We’re excited to support the outstanding Tasty Bite management team in helping the business reach its full potential.”

RC/Fontis, a Southern California-based private equity fund, also previously invested in PBI. According to Renee LaBran, Partner in RC/Fontis and PBI Board Member, “RC/Fontis is pleased to welcome 2x Consumer Products Growth Partners to the Tasty Bite business and we are excited to further our commitment.”

Terms of the investment were not disclosed.

About Tasty Bite

tastybitemadraslentilsTasty Bite is the leading shelf-stable brand of Indian food in the United States and Australia. The brand is owned by Preferred Brands International, which was founded in 1995 and headquartered in Stamford, CT.

Tasty Bite brings flavors from the world straight to consumers’ kitchens with its all-natural entrée, simmer sauce, rice and meal inspiration offerings. Using the freshest ingredients, many of which are grown on the company’s farm in India, Tasty Bite products offer a range of cuisine at good value. With products ready to eat in just 90 seconds, Tasty Bite offers the perfect meal-time solution for those looking for a well-spiced, flavorful ethnic-inspired meal experience. Tasty Bite was named one of India’s “Best Companies to Work For” in 2009, Learn about all the delicious foods available at www.tastybite.com.


About 2x Consumer Products Growth Partners

2x Consumer Products Growth Partners joins with founders and management in emerging branded consumer products businesses capable of growing exponentially via an infusion of capital and industry expertise. The firm’s principals and industry venture partners have 350 years of combined experience, contacts and connections. Focus areas include food, beverage, personal care, home care and pet care – particularly in the organic/natural, specialty/gourmet and ethnic sectors. The firm or its principals have invested in such companies as gDiapers eco-friendly diapers, Orabrush bad breath eliminator, Eagle snacks and Wellness & Old Mother Hubbard all-natural foods for pets. Additional information is available at www.2xPartners.com.


About Rustic Canyon/Fontis Partners

Rustic Canyon/Fontis Partners, LP (RC/Fontis) is a Southern California-based private equity fund, providing expansion capital for high growth companies in both control and non-control transactions. The fund has particular expertise in US ethnic markets, and focuses on businesses in the consumer products (including food and beverage) and media industries, as well as business and consumer services. For more information, please visit www.rcfontis.com.

2x Partners: Second Investment Announced This Week

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. Please visit www.TastyBite.com and make sure to try it today!

After Almost a Year … 2x Partners Invests in Orabrush

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. See the news section for the press release. Twenty-four million YouTube views later and Orabrush is building the brand and consumer following in a whole new way.

We couldn’t be more excited to be involved (or to have a NY Times article run on the same day – see http://www.nytimes.com/2010/09/27/business/media/27adco.html)

Orabrush Ready for Continued Growth Explosion

Former P&G executive Jeff D. Davis joins as CEO; 2x Consumer Products Growth Partners leads investment.

orabrushgray1September 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. Whitman, Managing Partner of 2x Consumer Products Growth Partners.

orabrushvideoAccording to market research company Packaged Facts, Americans spend $3.1 billion each year on mints, gums and rinses to mask bad breath. However, the New York School of Dental Medicine indicates that “tongue bacteria account for 80% to 90% of all cases of bad breath.” Orabrush’s patented combination of ultra-soft, pointed bristles to clean deep into the tongue and a tongue scraper to remove bacteria really works. Chief Marketing Officer (CMO) Jeffrey Harmon developed a revolutionary direct-to-consumer social media marketing approach which has resulted in more than 24 million YouTube views and high profile press coverage, including this week in the New York Times (www.nytimes.com/2010/09/27/business/media/27adco.html). Consumers are responding both by posting their own product reviews (with another 3.5 million YouTube views) and with their purchases of Orabrush.

In August, Jeff D. Davis joined Orabrush as CEO after retiring from Procter & Gamble with 23 years of service. Most recently, Davis led global operations of the worldwide Wella business as VP/General Manager, P&G Salon Professional. During his tenure at P&G, Davis worked in six different product sectors (including consumer packaged goods, pharmaceutical and beauty businesses) and in five different countries (United States, Canada, Slovakia, Czech Republic, Germany). According to Dr. Robert Wagstaff (“Dr. Bob”), Orabrush founder and Chairman, “Jeff brings exactly the right mix of big company experience and entrepreneurial spirit.” Neal Harmon, Chief Operating Officer, adds “we appreciated Andy’s interest in Orabrush to introduce us last winter to Jeff Davis who subsequently joined us as CEO.”

Having made a recent investment, 2x Consumer Products Growth Partners will bring its extensive branded consumer products experience in support of the growth of Orabrush. “Andy and the team understand our industry-leading, innovative social media marketing model,” says CMO Jeffrey Harmon. “Even before investing, they helped us meet our Angel investors and acted as a sounding board on business issues.” CEO Davis adds, “This partner brings the capital and right expertise our young company needs. We know they will be a critical contributor to our future success.”

“We review hundreds of opportunities among emerging branded consumer products companies each year, to identify highly differentiated businesses with significant growth potential,” commented Whitman. “Orabrush is a unique and patented product with an unbelievable route-to-market and engaged consumer following. We couldn’t be more excited to support Dr. Bob, Neal, Jeffrey, Jeff and the team in the expansion of the Orabrush business.”

Orabrush sales levels and the magnitude of the investment were not disclosed, but the funding will be used to expand distribution, staff and the Orabrush product line.

About Orabrush

Created by Dr. Robert Wagstaff (“Dr. Bob”) in 2000, Orabrush is a patented, FDA approved tongue cleaner designed to help cure bad breath using a combination of ultra-soft, pointed bristles that reach deep into the tongue and a unique scraper to remove bacteria. Orabrush intends to become the #1 tongue cleaner in the world as 80% to 90% of bad breath is caused by bacteria on the tongue. Orabrush has demonstrated industry-leading innovation in social media marketing to create awareness and online purchases at unprecedented levels. With over 24 million YouTube views and more than 250,000 Facebook fans, the brand has launched into 114 countries in the past year. Orabrush has the seventh most subscribed sponsor channel on YouTube and is rapidly expanding to retail to meet the needs of engaged consumers globally. Watch the videos or order your Orabrush at www.orabrush.com or connect with us on www.YouTube.com/orabrush.

About 2x Consumer Products Growth Partners

2x Consumer Products Growth Partners joins with founders and management in emerging branded consumer products businesses capable of growing exponentially via an infusion of capital and industry expertise. The firm’s principals and industry venture partners have 350 years of combined experience, contacts and connections. Focus areas include food, beverage, personal care, home care and pet care – particularly in the organic/natural, specialty/gourmet and ethnic sectors. Businesses are primarily within the $1 to $15 million revenue range. The firm or its principals have invested in such companies as gDiapers eco-friendly diapers, Eagle snacks and Wellness & Old Mother Hubbard all-natural foods for pets. Additional information is available at www.2xPartners.com.

2x Partners: Concept Becomes Reality

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 > Than. It was a concept at the time as they’d not yet done their first production run. Well, based on seeing their sampling van parked on a Chicago street corner, it’s great to see the concept become reality. www.drinkgt.com

gDiapers Taps 2x Consumer Products Growth Partners For Expertise And Growth Capital

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, where they will not biodegrade for up to 500 years. Fifty million traditional disposable diapers are thrown out daily – approximately 35,000 diapers per minute! Environmentally friendly hybrid gDiapers consist of a stylish, breathable, washable outer ‘little g’ pant and a plastic-free ultra-absorbent refill that that will break down in 50 to 150 days. Environmentally concerned consumers and caring parents have embraced them, including opinion leaders such as actress Julia Roberts.

“gDiapers make for a happy baby and a happy planet. We’re Cradle to Cradle certified, which means that everything that goes into the refill is reabsorbed by the planet in a neutral or helpful way,” stated Jason Graham- Nye, CEO/dad and co-founder. “Also, being plastic-free means less diaper rash.”

“2x Consumer Products Growth Partners understands our commitment to a values-based business – one that looks after people, the planet and profits,” explained Kim Graham-Nye, President/mom and co-founder. “The unparalleled depth of experience in the industry will help gDiapers achieve our goals – business, social and environmental.”

“We review hundreds of opportunities among emerging branded consumer products companies, to identify highly differentiated businesses with significant growth potential,” commented Andy Whitman. “gDiapers has a consumer following the likes of which I’ve never seen before. They’ve created a game-changing product that can have significant impact on babies, parents and the planet. We’re proud to partner with and support Jason, Kim and the gDiapers team.”

As part of the new partnership, Whitman and Gil Pritchard, a 3-time industry CEO at Avalon Naturals, nSpired Foods and Barbara’s Bakery, have joined the gDiapers board of directors.

2x Consumer Products Growth Partners is joined in this Series B round by co-investor Golden Seeds, an angel investor group providing early stage and growth capital to women entrepreneurs across all sectors, plus current investors and manufacturing partner Principal Business Enterprises, Inc. The investment will be used to expand distribution, staff and products.