M&A Deal Summary

Real Food From the Ground Up Acquires Velocity Snack Brands

On December 8, 2022, Real Food From the Ground Up acquired food company Velocity Snack Brands from VMG Partners

Acquisition Highlights
  • This is Real Food From the Ground Up’s 1st transaction in the Food sector.
  • This is Real Food From the Ground Up’s 1st transaction in the United States.
  • This is Real Food From the Ground Up’s 1st transaction in California.

M&A Deal Summary
Date 2022-12-08
Target Velocity Snack Brands
Sector Food
Buyer(s) Real Food From the Ground Up
Sellers(s) VMG Partners
Deal Type Add-on Acquisition

Target

Velocity Snack Brands

Playa Vista, California, United States
Velocity Snack Brands was founded to acquire, incubate and grow iconic snacking products and brands.Velocity Snack Brands was formed to partner strategically with retailers large and small to provide access to a single portfolio of iconic snacks that address the needs of today’s consumer. Velocity Snack Brands was founded in 2019 and is based in Playa Vista, California.

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Buyer(S) 1

Buyer

Real Food From the Ground Up

Boonton, New Jersey, United States
Category Company
Sector Food
DESCRIPTION

Real Food From the Ground Up is a marketer of plant-based non-GMO chips, pretzels, and crackers made from cauliflower, broccoli, and other vegetables. The products come in a variety of flavors with a serving of vegetables in each serving. Real Food From the Ground Up is based in Boonton, New Jersey.

DEAL STATS #
Overall 1 of 1
Sector (Food) 1 of 1
Type (Add-on Acquisition) 1 of 1
State (California) 1 of 1
Country (United States) 1 of 1
Year (2022) 1 of 1

Seller(S) 1

SELLER

VMG Partners

San Francisco, California, United States

Investor Investor Investor Investor Investor

Category Private Equity Firm
Founded 2005
PE ASSETS 2.6B USD
Size Large
Type Sector Focused
DESCRIPTION

VMG Partners is a private equity firm focused on early and growth stage investing in consumer products companies. VMG has a specific interest in the lifestyle, wellness, food and beverage, personal care, pet and leisure sectors of the consumer products industry. VMG targets US-based companies with revenues between $1 and $500 million. VMG was formed in 2005 and has offices in San Francisco and Los Angeles.

DEAL STATS #
Overall 21 of 24
Sector (Food) 13 of 14
Type (Add-on Acquisition) 18 of 20
State (California) 11 of 11
Country (United States) 20 of 23
Year (2022) 2 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2022-04-29 Briogeo Haircare

New York, New York, United States

Briogeo Haircare is a clean and natural hair care company, offering effective products and solutions for every hair type, hair texture, hair need, ethnicity, background, and person. All Briogeo products are formulated 6-free ™ (NO harsh sulfates, silicones, parabens, phthalates, artificial dyes, and DEA) and are naturally derived with the brand's proprietary NOVA Complex®, a blend of natural oils, vitamins, and antioxidants. Briogeo Haircare was founded in 2014 and is based in New York.

Sell -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2023-09-11 Illegal Mezcal

Brooklyn, New York, United States

ILEGAL Mezcal is a global artisanal mezcal brand. ILEGAL Mezcal is sold in over 40 countries and has won numerous awards for both quality and branding. Illegal Mezcal was formed in 2006 and is based in Brooklyn, New York.

Sell -
Mergr

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