The Primal Pantry, which produces a range of paleo protein bars, has secured £3 million in funding from NVM Private Equity.
NVM’s investment will fund marketing campaigns on social media, PR and sampling opportunities in order to help increase awareness of the brand’s products.
New appointments have also been made at the company to step up its growth plans. Former Mondelēz employee Hash Alsaidi joins as a sales director, while Nathan Griffiths has been appointed as the brand’s new head of marketing.
The brand’s snack bars are made with a few high-quality natural, cold-pressed ingredients, and they without any additives, preservatives, flavourings or colourings.
The Primal Pantry’s founder Suzie Walker said: “We are incredibly delighted to be welcoming NVM on our journey to becoming a leading and trusted real food brand.
“With their backing we can take The Primal Pantry to the next level, ensuring more consumers have the opportunity to try our products and encouraging them to make better food choices.
“Led by impulse shopper and consumer needs, the healthy snacking category is finally finding its own space in store, but there is a lot more work to be done.
“With this investment we want to further support the category growth through insight, true innovation and shopper marketing to bring the fixture to life.”
Charlie Pidgeon, investment manager of NVM Private Equity said: “The Primal Pantry is an exciting premium branded food business which has grown rapidly since inception.
“In a short period of time the business has built a strong and recognisable brand and has accumulated an impressive roster of retailers stocking the business’s products.
“Having been impressed with the team’s achievements to date, we believe the business has the potential to become a category leader in the rapidly growing healthy snacking sector.
“We are therefore extremely excited at the prospect of backing Suzie, Dom and the wider team in the next stage of The Primal Pantry’s development.”
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