General Mills Invests in Vegan Protein Bar Startup

February 28, 2017

2 Min Read
General Mills Invests in Vegan Protein Bar Startup
General Mills invested in a vegan protein bar and nut butter startup. Image courtesy of D's Naturals

The new business development and venture capital unit of General Mills, 301 INC, and private equity investing firm 2x Consumer Products Growth Partners made a “significant investment” in D’s Naturals, a Denver, CO-based producer of low-sugar, vegan No Cow protein bars and protein-infused nut butters, the private equity firm announced Tuesday.

20-year-old fitness enthusiast and entrepreneur Daniel Katz founded the company in 2015 after he discovered he had a dairy sensitivity and could not find commercially-available plant-based protein bars. He developed the No Cow bar and over two years grew the company to about $10 million in revenue with national distribution in over 10,000 retail locations.

“My mission is to create low sugar, plant-based products that fuel an active lifestyle and offer more options to people living with dietary restrictions or choosing to eat more plant-based foods,” said Katz in a statement. “I’m proud of what we’ve been able to accomplish in the last two years, but I’m even more excited for what’s to come.”

Each No Cow bar contains 20 g of plant-based protein and 1 g sugar, and are dairy free, soy free, gluten free, vegan, and non-GMO. The bars come in flavors like peanut butter chocolate chip, raspberry truffle, blueberry cobbler, and lemon meringue pie.

D’s Naturals’ low sugar nut butter, Fluffbutter, is made with pea proteins and brown rice infused into almond and peanut butter spreads.

“We are impressed with how much D has been able to accomplish for his emerging brand over the past two years. No Cow bars offer consumers a convenient way to access nutrient-rich, plant-based proteins, which is gaining more and more consumer interest. We’re eager to help him take his business to the next level,” said John Haugen, vice president of 301 INC, in a statement.

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