US chocolate brand Little Secrets has received an investment from Colorado-based accelerator Sunrise Strategic Partners.
The brand was founded by Chris Mears, who set out to create a chocolate candy without artificial ingredients and make indulgences more permissible. Its signature chocolate pieces and recently launched chocolate crispy wafers are made with natural colours and flavours.
New funding will allow Little Secrets to increase distribution and marketing efforts to reach new consumers. The brand is currently available in retailers such as Whole Foods and Amazon.
Little Secrets CEO Chris Mears said: “Sunrise brings growth expertise and capital that will enable us to focus on business expansion and strengthen our team. When I started Little Secrets, I wanted to create a chocolate candy that was delicious and a slightly less guilty pleasure.
“I’m now looking forward to expanding our product line across other proven forms and to bringing Little Secrets to more consumers across the country.
“Additionally, I am pleased to announce that Jeremy Vandervoet, former director of marketing in Nestlé USA’s confection and snacking division, is joining Little Secrets as president and COO. With over a decade of experience at Nestlé, Jeremy brings strategic insights and a deep network that will help us continue to grow the Little Secrets brand.”
Sunrise Strategic Partners CEO Steve Hughes added: “When Chris left Boulder Brands to start Little Secrets, I was excited for him but sad to see him go. I’m thrilled to be partnering with him again on such an exciting business.
“Chris has done a terrific job bringing real innovation to the world of clean-label chocolate, and we believe Little Secrets is at inflection point, as evidenced by the recent national launch of pieces and crispy wafers at Whole Foods.”
This marks the ninth investment for Sunrise, an accelerator that provides capital to early-stage wellness brands to support growth.
© FoodBev Media Ltd 2019
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