JamJar Investments
JamJar Investments LLP is a London-based venture capital firm founded in 2013, specializing in seed and early-stage investments primarily in the consumer services and products sectors, as well as technology and non-tech industries, including food and drink. The firm targets high-growth consumer brand businesses in Europe and typically invests between £0.15 million and £1 million in initial rounds, with the capacity for follow-on investments. JamJar is distinctively led by the founders of innocent drinks, who bring over 14 years of operational and commercial experience from building the brand to its acquisition by Coca-Cola. This background enables JamJar to understand the entrepreneurial journey, including its challenges and potential solutions, and fosters a collaborative investment approach, often preferring to work with teams rather than individuals.
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Past deals in FMCG
SURI (Sustainable Rituals)
Series A in 2024
A world-class clean that doesn’t cost our planet.
SURI is the new, sustainable electric toothbrush. Delivering an effective clean with innovative plant-based materials.
Tony's Chocolonely
Secondary Market in 2023
Tony's Chocolonely is a Dutch manufacturer dedicated to producing slavery-free chocolate. It aims to raise awareness about industry inequalities and demonstrate an alternative production model. The company offers a variety of chocolate bars, including milk and dark varieties, along with specialty options like almond honey nougat and caramel sea salt. All chocolates are crafted using handpicked cocoa sourced at fair prices. Consumers can learn more or make inquiries via the form on their website.
SURI (Sustainable Rituals)
Seed Round in 2022
A world-class clean that doesn’t cost our planet.
SURI is the new, sustainable electric toothbrush. Delivering an effective clean with innovative plant-based materials.
Wild Cosmetics
Seed Round in 2022
The natural and single-use plastic free deodorant that works. Kind to your body and the planet.
Urban Legend
Seed Round in 2021
Urban Legend is a food product company focused on promoting healthy eating habits through innovative alternatives to traditional junk food. The company specializes in producing low-fat donuts that are designed to have low caloric content while maintaining high nutritional value. This unique approach allows consumers to indulge in their favorite treats without the associated negative health impacts, making it possible for them to enjoy a guilt-free culinary experience.
Smol
Series B in 2021
Smol is a homecare startup specializing in the delivery of eco-friendly laundry capsules and dishwasher tablets directly to customers' homes via subscription. The company's products are designed to fit through standard letterboxes, offering convenience and cost savings compared to leading brands. Smol's offerings are vegan-friendly, free from animal testing and derivatives, and packaged in recycled and recyclable materials, aligning with environmentally conscious consumer preferences.
Wild Cosmetics
Seed Round in 2020
The natural and single-use plastic free deodorant that works. Kind to your body and the planet.
Lick
Seed Round in 2020
Lick is a home decor brand focused on transforming homes with ease. It offers durable, low-odor paints, artisan wallpaper, stick-on samples, user-friendly tools, sustainable supplies, and support services such as color consultants.
Smol
Series A in 2020
Smol is a homecare startup specializing in the delivery of eco-friendly laundry capsules and dishwasher tablets directly to customers' homes via subscription. The company's products are designed to fit through standard letterboxes, offering convenience and cost savings compared to leading brands. Smol's offerings are vegan-friendly, free from animal testing and derivatives, and packaged in recycled and recyclable materials, aligning with environmentally conscious consumer preferences.
Oatly Group
Private Equity Round in 2020
Oatly AB, founded in 1985 and based in Malmo, Sweden, specializes in producing oat-based beverages and food products. The company's offerings include a variety of oat drinks—such as whole, semi, and chocolate options—as well as oatgurt in multiple flavors, creamy oat products, and a range of ice creams. Oatly aims to provide products that deliver high nutritional value while minimizing environmental impact. The company distributes its products primarily through health stores and serves markets across Sweden, Germany, the United Kingdom, the Netherlands, North America, Finland, and other regions. A significant portion of its revenue is generated from the EMEA region. Oatly operates as a subsidiary of Cereal Base Ceba AB.
Tony's Chocolonely
Venture Round in 2020
Tony's Chocolonely is a Dutch manufacturer dedicated to producing slavery-free chocolate. It aims to raise awareness about industry inequalities and demonstrate an alternative production model. The company offers a variety of chocolate bars, including milk and dark varieties, along with specialty options like almond honey nougat and caramel sea salt. All chocolates are crafted using handpicked cocoa sourced at fair prices. Consumers can learn more or make inquiries via the form on their website.
Home Run
Seed Round in 2017
Home Run is a real-time online grocery fulfillment service that enables retailers to expand their reach and deliver groceries to customers quickly and cost-effectively. Founded in 2014 and headquartered in London, England, the company offers a platform where users can select items from their preferred supermarkets and have their orders delivered to their doorstep in as little as 60 minutes. By providing same-day delivery, Home Run allows customers to obtain fresh groceries while saving time, making the grocery shopping experience more convenient and efficient.
Farmdrop
Venture Round in 2016
Farmdrop is a UK-based online retailer specialising in the delivery of locally sourced, organic groceries and ethical home essentials. Founded in 2012, the company operates a web store where customers can order a range of products, including fruits and vegetables, meat, fish, dairy, bakery items, and drinks. Farmdrop sources these products directly from a network of farmers, growers, fishers, and food makers, eliminating middlemen and ensuring fresher, more sustainable produce. This direct-to-consumer model also allows Farmdrop to pay producers a fairer price, supporting a more sustainable food system.
BOL Foods
Seed Round in 2015
Based in London, BOL Foods specializes in producing and selling packaged meals made from fresh, natural ingredients. Their product range includes veg pots, salad jars, shakes, and soups, catering to consumers seeking vegetarian options.
Ora
Seed Round in 2014
The round household towel is here! Easy one hand grab – no tearing, no unravelling, no wastage. Twice the number of sheets than on a conventional kitchen roll. Clever, economical and too good-looking to hide under the sink.
popchips
Funding Round in 2012
Founded in 2007, popchips specializes in producing healthier snack food options. It offers popped potato chips, sweet potato chips, and popped tortilla chips, available in various flavors. The company distributes its products through retail stores across the United States, Canada, Europe, and online.
Graze
Seed Round in 2008
Graze operates an online platform specializing in delivering natural food products directly to consumers' homes or workplaces. Its offerings include flapjacks, cakes, popcorn, fruits, vegetables, herbs, and snacks made from natural ingredients.
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