Sonoma Brands
| File:Sonoma Brands logo.svg | |
| Private | |
| ISIN | 🆔 |
| Industry | Food |
| Founded 📆 | 2016 |
| Founder 👔 | Jon Sebastiani |
| Headquarters 🏙️ | Sonoma, California, US |
Area served 🗺️ | |
Key people | Kelsey Minigan (Chief of Staff (corporate title)|Chief of Staff) |
| Members | |
Number of employees | |
| 🌐 Website | SonomaBrands.com |
| 📇 Address | |
| 📞 telephone | |
Sonoma Brands is a Consumer Packaged Goods (CPG)[1] incubator and private equity firm. Founded in 2016 by Jon Sebastiani and headquartered in Sonoma, California,[2] the firm's goal is to disrupt stagnate market categories in the food industry with internally developed concepts (such as SmashMallow which was spun out as an independent company in January 2018)[3] and to invest in innovative startups (such as the company's March 2016 investment in Dang Foods).[4][5]
Prior to founding Sonoma Brands, Jon Sebastiani founded Krave Jerky in 2009, which was sold to Hershey for $240 million in 2015. The firm's first investment fund started in 2016 with funding from VMG Partners, a private equity firm focused on consumer products.[6] Its second fund, $60 million in size, started in 2018. In 2020, Hershey sold Krave Jerky to Sonoma Brands.[7]
The companies in which Sonoma Brands has a minority stake include Hu Chocolate, Dang Foods, and Guayaki (yerbe mate tea).[8][9] Sonoma Brands and Danone invested in Yumble in September 2018.[10]
The brands which Sonoma Brands has incubated (internally developed) include SmashMallow, Zupa Noma, and Peckish. Peckish debuted in September 2018.[11] Zupa Noma debuted in June 2016.[12] SmashMallow debuted in September 2016.[13]
See also[edit]
References[edit]
- ↑ Heather Skyler (November 21, 2018). "What Is the CPG Industry?". bizfluent.
- ↑ "Sonoma Brands". Inc.
- ↑ Elaine Watson (January 8, 2018). "SMASHMALLOW raises $10m and brings in David Lacy as CEO, as Sonoma Brands closes $60m fund". Food Navigator-USA.com.
- ↑ Elaine Watson (March 4, 2020). "Sonoma Brands makes its first investment: 'Dang Foods is a true category disrupter in snacks'". Food Navigator-USA.com.
- ↑ Monica Watrous (December 19, 2016). "Trend of the Year: Investing in start-ups". Food Business News.
- ↑ "VMG Partners". Crunchbase.
- ↑ Douglas Yu (May 4, 2020). "Hershey Sells Culinary Meat Snacks Company Krave Back To Sonoma Brands". Forbes.
- ↑ Christopher Doering (August 11, 2020). "Private equity firm Sonoma Brands remains 'active' in search for new deals". FoodDive.
- ↑ Elaine Watson (January 8, 2018). "SMASHMALLOW raises $10m and brings in David Lacy as CEO, as Sonoma Brands closes $60m fund". Food Navigator-USA.com.
- ↑ Monica Watrous (September 20, 2018). "Children's meal delivery start-up snags investment from Sonoma Brands, Danone". Food Business News.
- ↑ Monica Watrous (September 11, 2018). "Cracking the snacking potential of eggs". Food Business News.
- ↑ Monica Watrous (October 6, 2016). "PepsiCo veteran joins bottled soup brand". Food Business News.
- ↑ Monica Watrous (September 22, 2016). "Jon Sebastiani's next venture". Food Business News.
External links[edit]
Media related to [[commons:Lua error in Module:WikidataIB at line 466: attempt to index field 'wikibase' (a nil value).|Lua error in Module:WikidataIB at line 466: attempt to index field 'wikibase' (a nil value).]] at Wikimedia Commons
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- Companies based in Sonoma, California
- Food and drink companies of the United States
- Food and drink in the San Francisco Bay Area
- Food and drink companies established in 2016
- American companies established in 2016
- 2016 establishments in California
- Food and drink companies based in California
- Privately held companies based in California
