Sonoma Brands

Sonoma Brands is a California-based private equity and venture capital firm established in 2015, specializing in the consumer products sector. The firm focuses on early-stage and growth equity investments in areas such as food and beverage, beauty, personal care, wellness, pet products, and home and lifestyle. Sonoma Brands typically invests between $5 million to $30 million in companies with at least $5 million in revenue, aiming for both minority and majority stakes. The firm is dedicated to fostering innovation and supporting small to mid-sized companies with a compelling concept and authentic narrative. Through collaborative efforts, Sonoma Brands seeks to enhance management teams, accelerate growth, and drive brand awareness, all while maintaining a commitment to creativity and originality.

Shahir Amin

Vice President and Chief Compliance Officer

Jens Hoj

Partner

Ben Jang

Associate

Kevin Murphy

Managing Director

Brian Nicholson

Managing Director

Joshua Rombach

Senior Associate

Jon Sebastiani

Founder and Managing Partner

John Wilson

Senior Associate

Jeff Woods

CFO

27 past transactions

Novel

Seed Round in 2022
Novel Commerce is a low code platform for NFT commerce. Novel’s first product is a Shopify App that gives brands and creators the ability to create and sell NFTs within their existing store or a brand new one. By integrating its tools onto the Shopify platform, Novel has made the cumbersome process of Web3 commerce as seamless, easy, and accessible as traditional online shopping.

MERIT Beauty

Series A in 2021
Operator of a beauty brand platform intended to provide clean and chemical-free luxury personal care products. The company's brand offers products that are produced from plant-based squalane, vitamin B5, and antioxidants, enabling customers to purchase various beauty products at affordable prices.

Mixlab

Series A in 2021
Mixlab, Inc. is a compounding pharmacy that specializes in creating customized medications for pets. Founded in 2017 and located in New York, the company tailors medication ingredients, strengths, forms, and flavors to meet the unique needs of animals. By integrating advanced technology and focusing on customer experience, Mixlab enhances the processes for veterinarians while ensuring that pet owners receive personalized and satisfying care for their pets.

Mixlab

Series A in 2021
Mixlab, Inc. is a compounding pharmacy that specializes in creating customized medications for pets. Founded in 2017 and located in New York, the company tailors medication ingredients, strengths, forms, and flavors to meet the unique needs of animals. By integrating advanced technology and focusing on customer experience, Mixlab enhances the processes for veterinarians while ensuring that pet owners receive personalized and satisfying care for their pets.

Manual

Series A in 2021
By empowering men with all the information and choices they need to proactively own their wellbeing, we can turn a corner. We’re here to be your own personal manual. A guide to owning your health and happiness. Giving you all the tools you need to be good to you.

Chefs Cut Real Jerky

Private Equity Round in 2020
The quality and taste of your favorite steakhouse, in a bag. Chef's Cut is a high-protein, low-fat snack that's a cut above.

Chefs Cut Real Jerky

Acquisition in 2020
The quality and taste of your favorite steakhouse, in a bag. Chef's Cut is a high-protein, low-fat snack that's a cut above.

KRAVE Jerky

Private Equity Round in 2020
Krave Pure Foods, Inc. produces and sells culinary-style meat and poultry snacks. Its products include gourmet meat cuts and high-protein snacks; meat bars; and beef, turkey, and pork sticks. The company markets its products through retail stores, as well as online in the United States and Canada. Krave Pure Foods, Inc. was formerly known as Krave Pure Eats, Inc. and changed its name to Krave Pure Foods, Inc. in June 2011. The company was founded in 2009 and is based in Sonoma, California.

MERIT Beauty

Venture Round in 2020
Operator of a beauty brand platform intended to provide clean and chemical-free luxury personal care products. The company's brand offers products that are produced from plant-based squalane, vitamin B5, and antioxidants, enabling customers to purchase various beauty products at affordable prices.

AVALINE

Seed Round in 2020
Avaline LTD. owns and operates as an organic wine label. It offers a variety of clean wine in white and rose flavors. The company was incorporated in 2019 and is based in Burbank, California.

AVALINE

Seed Round in 2020
Avaline LTD. owns and operates as an organic wine label. It offers a variety of clean wine in white and rose flavors. The company was incorporated in 2019 and is based in Burbank, California.

Beekeeper's Naturals

Series A in 2019
Beekeeper's Naturals Inc. manufactures and retails health products created from beehives. The company was founded in 2015 and is headquartered in Toronto, Ontario, Canada.

Milk Bar

Series B in 2019
Milk Bar Inc. is a bakery based in New York, founded in 2009 by award-winning pastry chef Christina Tosi. The bakery specializes in American-style desserts, offering a creative twist on traditional home-style treats, including signature items like the Compost Cookie® and an iconic Birthday Cake with unfrosted sides. In addition to its baked goods, Milk Bar provides classes, wedding services, and catering, catering to a diverse clientele seeking both sweet and savory snacks.

Versed

Series A in 2019
Versed is a cosmetic company that offers a clean skincare brand in retail and direct-to-consumer channels. The company combines community-powered development with retail know-how to incubate and scale the next generation of vertical beauty brands. They offer affordably priced, clean skincare brands in retail and direct-to-consumer channels. Versed was founded in 2018 and is based in West Hollywood, California, United States.

Versed

Series A in 2019
Versed is a cosmetic company that offers a clean skincare brand in retail and direct-to-consumer channels. The company combines community-powered development with retail know-how to incubate and scale the next generation of vertical beauty brands. They offer affordably priced, clean skincare brands in retail and direct-to-consumer channels. Versed was founded in 2018 and is based in West Hollywood, California, United States.

HUM Nutrition

Series B in 2019
HUM is an LA based start-up with one mission: to make you look great and feel even greater. Hum's online platform connects consumers with Nutrition experts and cutting edge products. The company’s profiling methodology and line of vitamins have been developed with leading researchers in nutrition and are widely popular within the nutritionist community.

Yumble

Series A in 2018
Yumble is a meal delivery service founded in 2016 and headquartered in New York, New York. The company offers a weekly subscription that provides healthy, fully cooked meals specifically designed for children. Yumble aims to alleviate mealtime stress for parents while making meals enjoyable for kids. Their offerings include a variety of options for breakfast, lunch, dinner, and snacks, all made from organic vegetables and ingredients that are antibiotic-free and hormone-free. The meals are prepared according to children's specific tastes, nutritional needs, and portion sizes, allowing parents to serve meals that align with dietary preferences and restrictions.

Yumble

Series A in 2018
Yumble is a meal delivery service founded in 2016 and headquartered in New York, New York. The company offers a weekly subscription that provides healthy, fully cooked meals specifically designed for children. Yumble aims to alleviate mealtime stress for parents while making meals enjoyable for kids. Their offerings include a variety of options for breakfast, lunch, dinner, and snacks, all made from organic vegetables and ingredients that are antibiotic-free and hormone-free. The meals are prepared according to children's specific tastes, nutritional needs, and portion sizes, allowing parents to serve meals that align with dietary preferences and restrictions.

Vintage Wine Estates

Series A in 2018
Vintage Wine Estates is a privately held wine company owned by a group of vintner families with deep roots in the wine business. The families own a collection of winery estates and brands including Clos Pegase Winery, Cosentino Winery, Girard Winery, B.R. Cohn Winery, Swanson Vineyards, Viansa Sonoma, Windsor Vineyards, Cameron Hughes, Firesteed, Cartlidge & Browne, Sonoma Coast Vineyards, Middle Sister, Tall Dark Stranger, Pro-mis-Q-ous, Monogamy, Girl & Dragon, Purple Cowboy and a number of exclusive wine brands.

Hu

Series A in 2018
HU Master Holdings, LLC is a New York-based company that operates a restaurant offering a variety of food and beverage options, including breakfast items, organic teas, and chocolate products. The restaurant also provides home delivery services and focuses on healthy eating. In addition to its dining services, the company produces organic, vegan, and paleo chocolates, coffee powders, and grain crackers, all made from fresh, unprocessed ingredients. These products are designed to be free from preservatives and common allergens, appealing to health-conscious consumers. Established in 2015, HU Master Holdings operates as a subsidiary of Mondelez International, Inc. and aims to provide nutritious alternatives for those seeking a healthier lifestyle.

True Botanicals

Series A in 2018
True Botanicals, Inc. manufactures and sells nontoxic skincare and personal care products. The company's products include cleansers, mists, toners, face oils, serums, sunscreens, eye treatments, body wash, body lotion, shampoo, and hair conditioner. The company's portfolio of services includes learning about the user’s skin, lifestyle, and routines; recommending a set of products and personalized routines based on the user’s skincare profile; and providing ongoing support. It sells its products through store, as well as online. The company was founded in 2014 and is based in San Francisco, California.

True Botanicals

Series A in 2018
True Botanicals, Inc. manufactures and sells nontoxic skincare and personal care products. The company's products include cleansers, mists, toners, face oils, serums, sunscreens, eye treatments, body wash, body lotion, shampoo, and hair conditioner. The company's portfolio of services includes learning about the user’s skin, lifestyle, and routines; recommending a set of products and personalized routines based on the user’s skincare profile; and providing ongoing support. It sells its products through store, as well as online. The company was founded in 2014 and is based in San Francisco, California.

SmashMallow

Venture Round in 2018
SmashMallow is a premium snacking marshmallow made with organic cane sugar and natural ingredients. SmashMallow is a sweet pick-me-up for every-day, anytime-of-day, and it allows a guilt-free indulgence at around 80 calories and less than 1 gram of fat on average per serving. SmashMallow provides consumers an opportunity to enjoy sweet-tooth satisfaction and are the perfect any-time-of-day treats.

Guayaki

Series B in 2017
Guayaki Sustainable Rainforest Products, Inc. specializes in producing organic yerba mate beverages in various formats, including bottled cold drinks, cans, energy shots, tea bags, and loose leaf. The company also provides brewing accessories and related merchandise. Founded in 1996 and based in Sebastopol, California, Guayaki distributes its products through food retail stores, restaurants, and grocery outlets in the United States, Canada, and internationally, with online sales available as well. Guayaki operates under an innovative business model known as Market Driven Restoration, which connects consumer purchases of yerba mate products in North America to indigenous communities in Argentina, Paraguay, and Brazil that are engaged in sustainable agriculture and reforestation efforts. Their beverages are biodynamic certified and are designed to provide a healthy energy source, rich in vitamins, minerals, amino acids, and antioxidants, supporting hydration without sacrificing taste.

PECKISH

Venture Round in 2017
Peckish, LLC produces boiled egg snacking products. It offers “peck pack” that features boiled organic eggs paired with crispy dips. The company was incorporated in 2017 and is based in Sonoma, California. As of December 17, 2020, Peckish, LLC operates as a subsidiary of Egg Innovations, LLC.

Dang Foods

Series A in 2016
Dang Foods specializes in wholesale to food distributors and retailers. We can also sell in bulk and can customize products under your brand's name. The company's organic snacks are made from Thai coconut that is sourced, processed, and packaged in the form of chips, enabling customers to avail nutritious snacks at a reasonable rate.