Cereal and snack firm Kellogg’s venture capital fund Eighteen94 Capital has made an investment in plant-based frozen smoothie maker Bright Greens.
The $2 million raised is set to be used to scale up the business.
Founded in 2015 by Brian Mitchell, Bright Greens aimed to make it more convenient for consumers to get their fruits and vegetables through smoothies that provide “a quick and delicious way of getting healthy fruits and vegetables without added sugar or preservatives”.
Simon Burton, managing director of Eighteen94 Capital, said: “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 company currently offers four varieties of frozen smoothie cubes – Bright Blueberry, Mintergreen, Peaches & Green and Pineapolis – all designed to make “fresh, fast & nutritious green smoothies” by adding hot water and “just shak[ing] it up”.