Consumer goods in the region is at a turning point.
What's on shelves today doesn't align with how consumers eat, shop and live. Our mission is to close that gap with clean-label, better-for-you brands.
CPG consistently outperformed during financial crises (2000, 2008, 2020, etc.) and inflationary periods, proving a non-discretionary demand base that keeps sales stable.
Premiumization and health trends fuel margin expansion, while digital transformation and direct-to-consumer models unlock new revenue streams and enhanced consumer insights.
Sustainability and brand purpose strongly resonate with consumers, positioning CPG brands as leaders in environmental and social responsibility.
Where consumer demand is heading
Four shifts we invest behind.
Adaptogens, gut health products
Natural formulations, regional sourcing
TikTok-first discovery driving sales
Tailored products, recurring revenue
The consumer has changed.
of consumers identify with niche segments
Traditional brands losing relevance
Brands built around specific values
Tailored products gaining market share
The new age of insurgent brands.
The next decade of consumer growth belongs to fast-moving insurgent brands... and we built our fund to back them.
Stable cash flows and consistent dividends create reliable returns even during economic downturns.
From global CPG giants to agile insurgent brands, the sector offers multiple entry points for investors.
Rapid product scaling, short innovation cycles, and vibrant M&A activity in health, wellness, and digital commerce provide growth potential.
Building the next one?
We back founder led CPG brands doing $2 to 10M in annual revenue, with capital and an operator network built for consumer goods.
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