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Better-for-you snacks, grocery fulfillment robots raise funding

Dealboard has investment updates from Oats Overnight, BelliWelli, Poppy and more.

Better-for-you snacks, grocery fulfillment robots raise funding

Fulfil Solutions' grocery fulfillment robots (Courtesy photo)

Welcome to Dealboard. In this weekly feature, The Current is providing a look at the mergers, acquisitions and venture capital deals making waves in ecommerce, CPG and retail.

This week, a group of brands in better-for-you snacks and staples raised new venture capital for expansion. Meanwhile, innovation in grocery fulfillment, apparel recycling and digitization of physical goods received new funding.


The Oats Overnight production team. (Courtesy photo)

Oats Overnight, a high-protein oatmeal brand, raised more than $20 million in a Series A round. Oats Overnight takes a social approach to R&D. Each month, it shares a new flavor with 100,000 active subscribers in its community. Now, the brand is at a gross revenue run rate of more than $100 million. With the funding, the brand plans to grow the sales team, and fund construction of a new 85,000-square-foot production and fulfillment center in Phoenix.

Participants in the financing included Singh Capital Partners, BFG Partners, Impatient Ventures, Watchfire Ventures, Morrison Seger Venture Capital Partners, Vanterra Ventures, Access Capital, Pure Ventures, and more

BelliWelli, a probiotic snack brand, raised $15.4 million in a Series A round, FoodBev Media reported. The Invus Group led the financing. The brand caters to people with gut health issues such as IBS. Bars are available in Sprouts, Hungry Root, Bristol Farms and Gelson’s Markets.

Immi, an instant ramen brand, raised $10 million in a Series A round. The financing was led by Touch Capital, with participation from celebrity investors including Naomi Osaka, Usher, Apolo Ohno, David Grutman, Kygo's Palm Tree Crew, and Gryffin. The brand sells across its website, Amazon and wholesale channels, as well as Whole Foods. Going forward, the brand plans to hire key leaders, add new flavors and expand retail doors.

Poppy Handcrafted Popcorn raised $3 million in a Series A funding round. The funding was led by JACS Capital, the family office of former GE CEO Jeff Immelt. Led by Co-CEOs Susan Aplin and Ginger Frank, the Asheville, North Carolina-based brand plans to double existing manufacturing space with a $2 million investment in new equipment and technology. With the funding, Immelt is joining the brand’s advisory board, and Chris Renno will join the board of directors.

Fulfil Solutions, a robotics startup focused on online grocery fulfillment, emerged from stealth with $60 million in Series B funding. Eclipse led the financing, with participation from Khosla Ventures and DCVC. Fulfil recently opened an automated dark store with The Save Mart Companies in the San Francisco area that powers same-day grocery and pickup for the Lucky Now service.

Circ, a recycling tech company, raised $25 million in a Series B extension. Investors included European fashion platform Zalando, materials science company Avery Dennison and Korean manufacturer Youngone. Founded in 2011, Circ breaks down textiles using a hydrothermal process that allows them to turn into new products. The company previously raised $30 million in Series B funding from investors including Bill Gates-backed Breakthrough Energy Ventures and Zara parent Inditex.

Hexa, a 3D asset and visualization platform, raised $20.5 million in a Series A funding round. Investors included Point72 Ventures, Samurai Incubate, Sarona Partners and HTC. Hexa’s software is designed to create a 3D, interactive digital twin of a product that can be displayed on websites, social media and AR. Clients include Amazon, Macy’s and Crate & Barrel. "We are convinced 3D content will be at the heart of all online and offline retail," said Hexa CEO Yehiel Atias, in a statement.

Mergers and acquisitions

Wella, a better-for-you foods manufacturer, acquired nutrition bar maker Thunderbird, Baking Business reported. Founded in 2010, Wella makes plant-based bars that are soy free, dairy free and gluten-free. The acquisition expands a copacking partnership signed between the two companies last year.

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