VMG Partners, a US private equity fund specializing in consumer goods, has announced the acquisition of the Popchips brand in North America, and most international markets outside of the UK and Europe, via its newly-created “branded snacking platform” Velocity Snack Brands (VSB).
Founded in 2007, Popchips is a “better for you” snack brand sold in supermarkets across the USA. Alongside the flagship Popchips brand, the firm’s portfolio also includes brands such as Nutter Puffs and Yes Peas.
Commenting on the acquisition, Wayne Wu, general partner at VMG Partners said: “I couldn’t think of a better starting point for VSB than the acquisition of popchips. Building platforms in categories where VMG has been actively investing for nearly 15 years has been something we have been contemplating for some time and we are thrilled to kick off our first consumer products platform with popchips as a partner. […] We’re excited for it to be the first of many exciting companies that VSB acquires and supports through its network, resources and infrastructure”.
VMG Partners’ other investments in the food and drinks space include Oatly, Vita Coco, Hint Water, Sambazon, Chewy.com, Sir Kensington’s, and Vitaminwater.
In Europe, the Popchips brand is currently owned by Intersnack, following a deal announced in July last year.
Source: VMG Partners