To continue ringing in the New Year with exciting news, Konnect Agency would like to give a HUGE congratulations to our client, Sonoma Brands for the closing of their second fund, a $60 million fund aimed at continuing the company’s strategy of investing in game-changing, high-growth consumer brands as well as incubating new concepts. As a food and beverage PR agency, we are thrilled to be a part of this exciting announcement for the future of Sonoma Brands.
With the closing of the new fund, the firm will shift its focus from incubation to outside minority deals, seeking to partner with visionary and imaginative entrepreneurs to usher in a new wave of bold, breakthrough products and to establish the Sonoma region as a focal point for CPG entrepreneurship. Sonoma Brands’ proven success in brand building is further cemented as the company announces today that their incubated brand, and our client, SMASHMALLOW, is now an independent company and has welcomed industry veteran, David Lacy as CEO.
In the first fund, Sonoma Brands made an outside minority investment in Dang Foods, maker of the leading all-natural coconut chips, and was instrumental in the company’s re-branding and expanded distribution. Sonoma Brands also skillfully brought to market SMASHMALLOW premium snackable marshmallows and ZÜPA NOMA ready-to-sip chilled superfood soups under the company’s incubator arm. Utilizing the team’s vast expertise in the CPG space to create, develop, and design products that deeply resonate with consumers, Sonoma Brands offers entrepreneurs a seasoned team of brand builders, along with capital, to advise emerging brands that are ready to disrupt stale categories with creativity and originality.
“The founding of Sonoma Brands stemmed from my passion for this region that yields vast culinary expertise. Our first fund served as a proof of concept for our team’s strategy and entrepreneurial background that differentiates us as investors and brand builders” said Jon Sebastiani, CEO and Founder of Sonoma Brands. “With our first fund, we saw incredible, fast-moving growth from our portfolio brands, such as SMASHMALLOW, which has taken the marshmallow far beyond the traditional jet-puffed marshmallow with its overall snackability, simple ingredients and fun flavors. We are thrilled to have such a strong and talented team, led by David’s expertise, to steer SMASHMALLOW into the company’s next chapter and continued, limitless growth. Our aim with Sonoma Brands’ second fund is to continue this momentum to work hand-in-hand with truly groundbreaking brands that will excite consumers and fill gaps within the market.”
Congratulations! Looking forward to an exciting second fund!