Kellogg's eighteen94 capital leads $2m seed funding round in Bright Greens: 'We are very impressed with the innovative form factor'

By Elaine Watson contact

- Last updated on GMT

Bright Greens' frozen smoothie cubes come in four variants: Bright Blueberry, Mintergreen, Peaches & Green and Pineapolis
Bright Greens' frozen smoothie cubes come in four variants: Bright Blueberry, Mintergreen, Peaches & Green and Pineapolis

Related tags: Finance, Fruit

Plant-based frozen smoothie maker Bright Greens has raised $2m in a seed round that was led by Kellogg’s venture fund eighteen94 capital, supported by early stage investment group Blu Venture Investors, and closed through CircleUp.

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.   

BrightGreens-range
Bright Greens claims its smoothies are a better option than juice as “when you juice fruits, you lose some of the nutrients and all of the fiber, while concentrating the sugars.”

Related topics: Manufacturers

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