Following multiple previous joint investments, Hillhouse Capital, an Asia-based investment firm, and California-based VMG Partners, a private equity firm, are again partnering to co-invest in innovative consumer brands that have global potential to expand. Their current investment is in Little Freddie, a European-based company that makes organic and nutritious baby food options for children.
Founded in 2014 by a couple vying for higher quality food products, Little Freddie offers a variety of healthy options including pouches, cereals, snacks that have no sugars, preservatives or salt. The products are already available online internationally and in-store in China and the UK, and newly raised investor money will expand availability.
“Little Freddie is a high-quality, trusted brand that has tremendous potential in Asia and other parts of the world, as parents have become increasingly savvy about what they feed their children,” stated Cao Wei, Partner at Hillhouse Capital in a press statement. “We strongly believe that brands able to identify and meet unique and unmet consumer needs will excel in the new and rapidly changing retail landscape.
The two companies have partnered three times in the past, with successes including enabling Stone Brewing to enter the Shanghai market. Both companies have a combined $100 million to invest in brands with high-growth potential.
“We are thrilled to be working closely with Hillhouse Capital to create globally reaching, impactful consumer product companies, building upon the success of our previous collaborations,” said Mike Mauzé, Founding Partner and Managing Director at VMG Partners. “Hillhouse has unparalleled expertise in the Asian market and we are honored to be working collaboratively with their team in this long-term partnership.”
