Sonoma Brands II

Sonoma Brands, established in 2015 and based in Sonoma, California, is a private equity firm specializing in growth equity and early-stage investments. It focuses on consumer-facing sectors such as food and beverage, beauty, personal care, wellness, pet, home and lifestyle, and consumer services. The firm typically invests between $5 million to $30 million in companies with revenues of at least $5 million, seeking minority or majority stakes and a board seat. Sonoma Brands aims to partner with innovative founders building enduring consumer brands.

Keith Levy

Operating Partner

Kevin Murphy

Managing Director

Brian Bustamante-Nicholson

Managing Director

Jon Sebastiani

Founder and Managing Partner

27 past transactions

Oats Overnight

Series B in 2024
Oats Overnight specializes in manufacturing convenient, oatmeal-based nutritional breakfasts aimed at making healthy eating accessible and enjoyable. The company provides a variety of high-protein oatmeal cups that are designed to be prepared overnight, ensuring a quick and easy meal option for consumers. Committed to quality, Oats Overnight incorporates superfoods such as maca root, raw cacao, and hemp, along with certified gluten-free oats, into its products. By offering oatmeal cups made with real fruit, nuts, and seeds, the company enables customers to enjoy a nutritious breakfast without compromising on flavor.

Bachan's

Series A in 2022
Bachan is a food and beverage company that specializes in producing traditional Japanese barbecue sauce. Founded in 2019 by Justin Gill, the company offers a cold-filled, non-pasteurized sauce that contains no preservatives or artificial flavorings. Bachan's barbecue sauce is crafted using high-quality ingredients, including real mirin, Japan-brewed non-GMO soy sauce, organic ginger, garlic, and green onion. This versatile sauce can be utilized as a marinade for meat, fish, vegetables, and rice, or enjoyed as a dip for various foods such as sausages and fries. By focusing on authentic Japanese flavors, Bachan aims to provide consumers with a genuine taste of tradition through its umami-rich offerings.

MERIT Beauty

Series A in 2021
MERIT Beauty is a cosmetic brand company that offers luxury skincare products. The company was founded in 2021 by Katherine Power and is headquartered in Los Angeles, California, United States.

Mixlab

Series A in 2021
Mixlab, Inc. is a compounding pharmacy based in New York City that specializes in veterinary medications and wellness products for pets. Founded in 2017, the company offers customized medications tailored to the specific needs of pets, including adjustments in ingredients, strengths, forms, and flavors. Mixlab focuses on providing personalized care for pets, ensuring that pet owners can obtain medicines that meet their unique requirements. The company also emphasizes convenience through its fast delivery service, with orders typically arriving the very next day, allowing pet owners to promptly address their pets' health needs.

Mixlab

Series A in 2021
Mixlab, Inc. is a compounding pharmacy based in New York City that specializes in veterinary medications and wellness products for pets. Founded in 2017, the company offers customized medications tailored to the specific needs of pets, including adjustments in ingredients, strengths, forms, and flavors. Mixlab focuses on providing personalized care for pets, ensuring that pet owners can obtain medicines that meet their unique requirements. The company also emphasizes convenience through its fast delivery service, with orders typically arriving the very next day, allowing pet owners to promptly address their pets' health needs.

Manual

Series A in 2021
Manual is a men's health and well-being startup based in London, UK, founded in 2018. The company specializes in providing a suite of diagnostic tools and blood tests that facilitate data-driven health solutions tailored for men. Manual aims to destigmatize discussions surrounding men's health by offering easy access to advice, free medical support, and treatment options. Its platform addresses various health concerns, including weight management, anxiety, insomnia, fatigue, and general wellness. By empowering men with the necessary information and resources, Manual encourages proactive decision-making regarding their health and well-being.

Made by Nacho

Seed Round in 2021
Made by Nacho is an e-commerce company founded in 2019 and based in New York, specializing in premium cat food and products designed exclusively for felines. The company offers a range of healthy and flavorful options, including wet and dry cat food, as well as snacks made from high-quality ingredients such as cage-free chicken, grass-fed beef, and sustainably sourced salmon. With a focus on providing natural vitamins and minerals, Made by Nacho aims to cater to the diverse palates of cats while addressing their specific health needs.

Made by Nacho

Seed Round in 2021
Made by Nacho is an e-commerce company founded in 2019 and based in New York, specializing in premium cat food and products designed exclusively for felines. The company offers a range of healthy and flavorful options, including wet and dry cat food, as well as snacks made from high-quality ingredients such as cage-free chicken, grass-fed beef, and sustainably sourced salmon. With a focus on providing natural vitamins and minerals, Made by Nacho aims to cater to the diverse palates of cats while addressing their specific health needs.

Chefs Cut Real Jerky

Private Equity Round in 2020
Chefs Cut Real Jerky is a New York-based producer of premium meat snacks, specializing in high-protein, low-fat options. The company offers hand-cut jerky that is marinated with quality ingredients and slow-smoked to achieve tender perfection. Chefs Cut focuses on delivering a flavorful snacking experience that mirrors the quality and taste of a steakhouse. Their products cater to health-conscious consumers seeking nutritious snack alternatives without compromising on taste.

Chefs Cut Real Jerky

Acquisition in 2020
Chefs Cut Real Jerky is a New York-based producer of premium meat snacks, specializing in high-protein, low-fat options. The company offers hand-cut jerky that is marinated with quality ingredients and slow-smoked to achieve tender perfection. Chefs Cut focuses on delivering a flavorful snacking experience that mirrors the quality and taste of a steakhouse. Their products cater to health-conscious consumers seeking nutritious snack alternatives without compromising on taste.

KRAVE Jerky

Private Equity Round in 2020
KRAVE Jerky is a producer of culinary-style meat and protein snacks headquartered in Sonoma, California. Founded in 2009, the company aims to elevate the jerky experience by offering an all-natural alternative to traditional, processed products. KRAVE's offerings include jerky made from natural beef, pork, and turkey, as well as a variety of meat cuts, pork rinds, and plant-based jerky. The brand emphasizes premium flavor profiles and healthier attributes, setting itself apart in a category that has historically been dominated by less appealing options.

KRAVE Jerky

Acquisition in 2020
KRAVE Jerky is a producer of culinary-style meat and protein snacks headquartered in Sonoma, California. Founded in 2009, the company aims to elevate the jerky experience by offering an all-natural alternative to traditional, processed products. KRAVE's offerings include jerky made from natural beef, pork, and turkey, as well as a variety of meat cuts, pork rinds, and plant-based jerky. The brand emphasizes premium flavor profiles and healthier attributes, setting itself apart in a category that has historically been dominated by less appealing options.

Avaline

Seed Round in 2020
Avaline is an organic wine label based in Burbank, California, founded in 2019. The company specializes in producing and distributing clean wines, including white and rosé varieties, that are crafted from organic grapes and free from synthetic additives. Avaline's wines are made using plant-based ingredients and do not contain any unwanted extras, such as isinglass or eggs, catering to consumers seeking unadulterated and sugar-free options. Through its commitment to quality and transparency, Avaline offers a selection of wines that emphasize natural goodness.

MERIT Beauty

Venture Round in 2020
MERIT Beauty is a cosmetic brand company that offers luxury skincare products. The company was founded in 2021 by Katherine Power and is headquartered in Los Angeles, California, United States.

Versed

Series A in 2019
Versed is a skincare company founded in 2018 and based in West Hollywood, California. The brand focuses on delivering clean, affordable skincare products through both retail and direct-to-consumer channels. Versed emphasizes the use of safe ingredients in effective formulations, offering a range of products such as serums, toners, and facial cleansers without harmful additives or excessive packaging. By combining community-driven development with retail expertise, Versed aims to create and promote the next generation of beauty brands, ensuring accessibility to personalized skincare solutions without the conventional markups typically associated with the industry.

Beekeeper's Naturals

Series A in 2019
Beekeeper's Naturals Inc. is a natural health product company based in Toronto, Canada, specializing in health products derived from beehives. Founded in 2014, the company focuses on providing high-quality superfoods and remedies, including throat spray, brain fuel, honey, and cough syrup. These products are designed to address a range of modern health issues such as brain fog, chronic stress, poor sleep, and throat discomfort. By offering plant-based adaptogens and clean alternatives, Beekeeper's Naturals aims to reinvent the traditional medicine cabinet and promote holistic health solutions.

Milk Bar

Series B in 2019
Milk Bar Inc. is a New York-based bakery chain founded in 2009, known for its innovative dessert offerings. The company specializes in a unique menu that includes signature items such as crack pie, compost cookies, and cereal milk soft serve. Milk Bar is recognized for its distinctive approach to ice cream and cakes, notably featuring cereal milk ice cream and cakes with unfrosted sides. In addition to its retail operations, the bakery also provides classes, wedding services, and catering options, catering to a variety of customer needs while ensuring an accessible price point for its creative bakery products.

HUM Nutrition

Series B in 2019
HUM Nutrition Inc is a company based in West Hollywood, California, that manufactures and sells a range of vitamins and supplements aimed at improving skin, hair, nails, and supporting weight loss. Founded in 2012, HUM Nutrition focuses on clean and natural products that undergo rigorous testing for potency and purity. The company offers solutions for issues such as dry skin, anti-aging, blemishes, and detoxification. In addition to its product line, HUM Nutrition provides an online platform that connects consumers with nutrition experts, facilitating access to quality nutritional guidance and products. The brand has gained popularity among nutritionists and consumers alike for its innovative approach to beauty nutrition.

Yumble

Series A in 2018
Yumble is a weekly subscription that delivers healthy, delicious and fully cooked meals specifically designed for kids. The company aims to make mealtime stress-free for parents and super fun for kids. Currently, they offer plenty of options for dinner, lunch, breakfast, and snacks. Founded in 2016, the company is headquartered in New York, New York, United States.

Vintage Wine Estates

Series A in 2018
Vintage Wine Estates is a privately held wine company comprised of a consortium of vintner families with extensive experience in the wine industry. The company owns a diverse 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, and several others. Vintage Wine Estates is dedicated to producing high-quality wines and providing exceptional customer experiences across its wineries located in Napa, Sonoma, California's Central Coast, Oregon, and Washington State. The brand portfolio also features exclusive labels such as Middle Sister, Tall Dark Stranger, Pro-mis-Q-ous, Monogamy, Girl & Dragon, and Purple Cowboy, reflecting a commitment to craftsmanship and innovation in winemaking.

Hu Kitchen

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. is a manufacturer and retailer of nontoxic skincare and personal care products, founded in 2014 and based in San Francisco, California. The company's product range includes cleansers, toners, face oils, serums, sunscreens, and hair care items, all formulated with concentrated bio-active ingredients derived from vegan sources. These products are designed to address specific skin concerns such as acne, hyper-pigmentation, and wrinkles, while promoting overall skin health without harmful toxins or fillers. True Botanicals also offers personalized skincare consultations, helping users understand their skin and lifestyle needs, recommending tailored product routines, and providing ongoing support. The company's products are available for purchase both online and in physical retail stores.

Smashmallow

Venture Round in 2018
Smashmallow, LLC is a company based in Sonoma, California, that specializes in producing premium snacking marshmallows made with organic cane sugar and natural ingredients. Founded in 2016, the company offers a diverse range of flavors, including mint chocolate chip, toasted coconut pineapple, strawberries and cream, root beer float, lemon chia seed, cinnamon churro, and espresso bean. The marshmallows are gluten-free, low in calories, and designed to provide a guilt-free indulgence, with each serving containing around 80 calories and less than 1 gram of fat. Smashmallow sells its products online, catering to consumers seeking a sweet treat that satisfies cravings at any time of the day.

Guayaki Yerba Mate

Series B in 2017
Guayaki Sustainable Rainforest Products, Inc. specializes in producing organic yerba mate beverages, offering a diverse range of products including bottled cold drinks, cans, energy shots, traditional-style gourds, tea bags, and loose leaf yerba mate. Additionally, the company provides accessories such as brewing and steeping equipment, clothing, gear, and gift certificates. Founded in 1996 and based in Sebastopol, California, Guayaki markets its products through food retail stores, restaurants in the United States, grocery stores in Canada, and various international retailers, as well as through online sales. The company employs an innovative business model known as Market Driven Regeneration, which connects consumer purchases in North America with indigenous communities in Argentina, Paraguay, and Brazil, supporting sustainable agriculture and reforestation efforts.

PECKISH

Venture Round in 2017
PECKISH deliver a truly innovative snacking experience with first-to-market products PECKISH Snackable Eggs & Crispy Dips.

Dang Foods

Series A in 2016
Dang Foods LLC, founded in 2012 and based in Berkeley, California, specializes in the manufacture and sale of flavored chips, including coconut and onion varieties. The company focuses on providing organic snacks made from Thai coconuts, which are sourced, processed, and packaged into chips, offering nutritious options to consumers. Dang Foods distributes its products through a network of retailers across the United States and online platforms. Additionally, the company caters to food distributors and retailers, providing bulk sales and customization options for brands seeking to offer their own snack products.

Touchland

Touchland is a Miami-based company founded in 2016 that focuses on personal hygiene products, particularly hand sanitizers. The company aims to transform the hand sanitizing experience by integrating innovative design, technology, and effective formulations. Touchland specializes in creating high-quality, nourishing products that not only promote hygiene but also support a healthy lifestyle for individuals and businesses alike.
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