General Mills Invests in D's Naturals

General Mills' venture investment arm was a lead contributor to a recent fundraising round conducted by health food startup D's Naturals.

Mnet 153657 General Mills Listing Image
Mnet 153658 General Mills Listing Image

General Mills' venture investment arm was a lead contributor to a recent fundraising round conducted by health food startup D's Naturals.

The company said in a statement that General Mills' 301 Inc. and private equity firm 2x Consumer Products Growth Partners contributed a "significant investment" that would "help to provide the resources the company needs for its next stage of growth."

Terms were not disclosed.

D's Naturals introduced the low-sugar products No Cow protein bars and Fluffbutter nut butters since its founding in 2015. The company said its distribution network currently includes more than 10,000 retail locations.

"I look forward to working with 2x Partners and the 301 INC team at General Mills as we create a No Cow revolution," said founder Daniel Katz.

301 made numerous investments in the health-food sector in recent years as General Mills seeks to capitalize on changing consumer preferences.

"No Cow bars offer consumers a convenient way to access nutrient-rich, plant-based proteins, which is gaining more and more consumer interest," 301 vice president and general manager John Haugen said in the statement. "We're eager to help him take his business to the next level."

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