The move is part of the companies’ strategic partnership aimed at co-investing in innovative consumer brands and expanding their reach worldwide. Hillhouse and VMG have set aside nearly $100m for investing in high-potential brands in the sector.
Little Freddie was established in 2014 and offers various food products, including pouches, cereals and snacks for children.
Hillhouse Capital founder Lei Zhang said: “We are very pleased that this investment marks the latest step in our expanding cooperation with VMG to help brands leverage innovation to fuel their global expansion.
In the UK, Little Freddie products can be purchased at Boots, as well as online at Ocado, Amazon and Tree of Life. Products are also available in China, including in-store at Sam’s Club and online at T-Mall and JD.com.
Little Freddie plans to use the investment to drive further expansion in China and the UK.
VMG Partners founding partner and managing director Mike Mauzé said: “We are thrilled to be working closely with Hillhouse Capital to create globally reaching, impactful consumer product companies, building upon the success of our previous collaborations.
“Hillhouse has unparalleled expertise in the Asian market and we are honoured to be working collaboratively with their team in this long-term partnership.”
