Kellogg's eighteen94 capital leads $2m seed funding round in Bright Greens: 'We are very impressed with the innovative form factor'
Bright Greens makes its frozen smoothie cubes - to which consumers add hot water and shake - in a facility just outside Detroit where it blends fruits and vegetables and flash freezes them. The products are sold in selected Whole Foods stores and 1,000+ Kroger stores.
Founded in 2015 by Brian Mitchell, who started the company in Washington DC-based food incubator Union Kitchen, Bright Greens is “reimagining the smoothie, making it more convenient for consumers to get their fruits and vegetables," said Simon Burton, managing director of eighteen94 capital, who is joining Bright Greens' board.
"We are very impressed with the innovative form factor Brian developed, and we see enormous potential for Bright Greens given the demand for convenience in our culture."
The cash injection will be used for product development, sales and marketing, and expanding the Bright Greens team, said Mitchell.
The move follows eighteen94 capital's investment in Moringa superfood brand Kuli Kuli in January.
