Baby and toddler food producer, Serenity Kids, has closed a $7 million Series A financing round led by CircleUp Growth Partners.
Founded by Joe and Serenity Carr, Texas-based Serenity Kids offers a range of baby and toddler food which it says is made with ethically sourced meats, organic vegetables and healthy fats.
The brand offers 12 pouch purees and recently launched a new line of Grain Free Puffs for toddlers.
Alongside CircleUp, Serenity Kids’ latest funding round was backed by Wild Ventures and Kion co-founder Ben Greenfield, both of which also supported the company’s recent $3 million raise.
They were joined by other existing investors such as Melissa Urban, founder and CEO of Whole30 and Katie Wells, founder of Wellness Mama.
New investors in the brand include: Joe De Sena, founder of Spartan Race and Max Lugavere, author of Genius Foods.
Serenity Kids plans to use the new funds to accelerate product innovation, increase retail distribution and further expand its quality and testing standards.
“We actually weren’t even thinking about starting our Series A funding round until the second half of 2021,” said Joe Carr, president and co-founder of Serenity Kids.
“CircleUp brings statistics from their data insights platform Helio that reinforce and support our mission, growth and trajectory, and has tremendous experience and success as investors with many other CPG [consumer packaged goods] brands.
“Based on that opportunity, we were convinced to expedite the round and bring them on as our lead strategic partner.”
Karen Howland, general partner at CircleUp Growth Partners, added: “CircleUp Growth Partners looks to invest in companies that are primed for disruption.
“I was immediately drawn to the brand’s focus on nutrient-dense meals — a trend that was not being met by options on the market.”
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