General Mills has made a strategic investment in US cottage cheese market Good Culture, as it looks to back a business success of tomorrow. The funding has been made through General Mill’s venture capital arm 301 Inc, which identifies small, regional start-ups showing potential which are on the hunt for capital investment.
Good Culture, based in California, said the investment from General Mills was part of $2.1 million it had raised which also included investment from US investors CAVU Venture Partners.
Good Culture sells cottage cheese which is high in protein and low in sugar and doesn’t use thickeners, artificial preservatives or additives.
Its cottage cheeses are sourced from non-GMO ingredients and sustainable family farms.
The company’s tagline is “cottage cheese, but better” and its cottage cheese are sold in a mix of savoury and sweet flavours.
These include Strawberry Chia, Sundried Tomato and Kalamata Olive.
They are sold in recyclable packaging and target the “on-the-go” market, a growing market in the US and globally.
Good Culture’s website states: “Being active guys ourselves, cottage cheese has long been one of our high-protein go-tos. But it was always a challenge to find cottage cheese that wasn’t loaded with bad stuff.”
Good Culture has already some foundations in the market and is sold at Whole Food Markets and Sprouts Farmers Market.
Jesse Merrill, Good Culture co-founder and CEO, said: “We are so excited to partner with CAVU and General Mills and look forward to making good culture a household name.”
“Cottage cheese needs a comeback, and Good Culture is now well-poised to make that a reality.”
John Haugen, vice president and general manager of 301 INC, said: “We are thrilled to partner with Good Culture. Their mission and vision, coupled with General Mills’ extensive resources, will give good culture tremendous opportunity to grow this remarkable, on-trend offering to meet the increasing consumer interest in nutrient dense, high protein snacks.”
The packaged food giant’s investment in Good Culture follows similar type investments in Beyond Meat, a company which makes burgers and chicken strips from soy and pea protein.
It has also invested in kale snacks and other natural and organic snack provider Rhythm Superfoods, based in Austin.
General Mills uses its venture capital arm not only to identify enticing business proposition but also to stay abreast and tap into new food trends.
