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Nutpods, VMG Partners Reshaping Non-Dairy Creamer Category

VMG, Nutpods lineup

Seattle-based Nutpods, one of the fastest-growing natural food brands in the country, has formed a strategic partnership with VMG Partners, a private equity firm that specializes in building iconic consumer brands. VMG Partners led the round, which also included current Nutpods investors CircleUp Growth Partners and the Sidekick Fund.

“We couldn’t be more excited about this new stage of growth for our company,” said Nutpods Founder and CEO Madeline Haydon. “VMG is the perfect partner for Nutpods, given their commitment to supporting first-time entrepreneurs, successfully investing in women-owned businesses and their track record of helping brands scale from ideas into icons.”

VMG has had a hand in the success of many mature and emerging food brands including Justin’s, Spindrift and KIND.

In four years Nutpods has grown to become the No. 3 brand in the exploding plant-based creamer category. Initially launched as a Kickstarter project, the early supporters of the brand have become evangelists for the clean label, Whole30 Approved creamers, making Nutpods the No. 1 selling brand on Amazon and fastest growing brand of refrigerated plant-based creamers in national retailers. The brand’s success is driven in part by its unconventional route to market: starting with direct to consumer prior to expanding into traditional grocery sales.

“It’s all about meeting unmet needs for our consumers,” said Haydon. “We may have started as a darkhorse brand in a mature category, but our fans have driven our growth through reviews, recommendations and their loyalty, allowing us to expand from three to 10 flavors and from D2C to over 15,000 retail accounts. We can’t wait to introduce Nutpods to more people.”

Nutpods is an independent, natural foods manufacturer dedicated to introducing dairy-free creamers from plant-based ingredients. Introduced in 2015, Nutpods found a loyal consumer base with Whole30, paleo, keto, vegan and vegetarian consumers. Nutpods is sold at retail locations nationwide as well as online.

About the author


Treva Bennett

After 32 years in the newspaper industry, she is enjoying her new career exploring the world of groceries at The Shelby Report.

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