GIVE PEAS A CHANCE!
THE CRAFTORY INVESTS $50M IN HIPPEAS®, THE FLAVOUR-PACKED, HEALTHY SNACKING BRAND.
The Craftory is leading the $55m funding round in HIPPEAS®. Green Park Brands also participated. The brand intends to use the funds to boost innovation, expand production, increase distribution, and amplify its positive impact. Previous investors include CAVU Venture Partners and Strand Equity Partners.
THE CAUSE: DELIVER GOOD HEALTH
Increasing snackification* defines 21st Century eating habits. We humans like to graze, and if we’re grazing on good stuff this mode of fueling can be a healthy option too*. Numerous mini meals, rather than three-square meals, can dull the hunger hormone Ghrelin, and stabilise our trigger-hangry insulin response.
The key therefore is to avoid grazing on junk. Enter HIPPEAS®, organic chickpea snacks.
HIPPEAS® is on a mission to shake things up, and is calling all snackers to #GivePeasAChance while also doing good in the world. HIPPEAS® baked, puffed snacks made from organic chickpeas are USDA certified organic, GMO-free, MSG-free, gluten-free, vegan, and contain only 91 calories per pack. When compared to incumbent brands HIPPEAS® also offer superior amounts of fibre and protein.
THE CAUSE: PROSPER SUSTAINABLY
Chickpeas are a high-nutrient, sustainable crop with twice the protein of corn and four times the fibre of brown rice.
The process of growing chickpeas enriches soil with nitrogen thereby improving crop rotation. Modern varieties of the garbanzo bean are resistant to pests and droughts, and are a viable part of the solution for feeding the ever growing global population.
This is why HIPPEAS® gives back to local charities and actively works with farmers promoting fair and sustainable practices. True to their mantra of Peas, Love & Giving Back, HIPPEAS® is proud to support local Feeding America food banks across the US by donating food and aiding in disaster relief efforts.
*Sources:
SnackificationIs it right for you?Chickpeas and nutritionChickpeas and farming
ELIO LEONI SCETI, CO-FOUNDER & CHIEF CRAFTER AT THE CRAFTORY, NOTED:
“I am delighted to add Hippeas to the Craftory’s great portfolio of cause driven brands. If ever a category has been left behind by the zeitgeist it’s this one. The consumer agenda in snacking has fundamentally changed and Hippeas stands out as a clear leader. Hippeas offers zero compromise of flavour and texture, no need to change consumer habits nor expectations, while also being healthier and more sustainable than the more traditional alternatives - that’s a great proposition and a proven recipe for success.
We are happy to welcome Livio and the HIPPEAS team to the Craftory family. We look forward to amplifying this bold CPG challenger as they positively disrupt the status quo. Eat good, do good, what could be more Craftory than that?”
LIVIO BISTERZO, FOUNDER OF HIPPEAS SAID:
“HIPPEAS® has grown from a disruptive start-up to a true challenger brand in very competitive snack categories with innovative products, delicious flavours and nutritional offerings that consumers want – the brand has the potential to become a household name with its loyal millennial fanbase,” said Livio Bisterzo, HIPPEAS® Founder and CEO.
“The pandemic has been very difficult for many brands; HIPPEAS has been fortunate to have seen strong growth and we are delighted to have partnered with The Craftory as we head into 2021.” he continued.
JONATHAN MILLER, CRAFT PARTNER AT THE CRAFTORY COMMENTED:
“Hippeas are that rarest of things - a healthier snack which actually tastes good. Really good. Too often, the healthy option which you know is better for you just leaves you feeling “I’d rather not have anything” - but Hippeas snacks are delicious. And not only better for you - they’re also better for the planet.
We’re excited to be partnering with the business, to help bring their better breed of snacks to more people, on more occasions, around the world.”
ABOUT HIPPEAS
Livio Bisterzo founded HIPPEAS® and launched the brand in the summer of 2016, securing shelf space at 20,000+ stores (Starbucks, Wegmans, Albertsons, Safeway, Thrive Market, Amazon, and Whole Foods in the US; WHSmith, Boots, and Waitrose in the UK).
Known for its iconic yellow pack with the chickpea smile, HIPPEAS® is a joyous brand, taking inspiration from the original west coast hippy movement and enriching it with 21st Century priorities like nutrition, sustainability, and indulgence.
HIPPEAS® core product is organic chickpea puffs which come in multiple flavors such as ‘Take it Cheesy’, ‘Bohemian Barbecue’, ‘Himalayan Happiness’, and ‘In Herbs we Trust’. Plans for 2021 and beyond include the launch of a direct-to-consumer e-commerce site, scaling HIPPEAS® Organic Chickpea Puffs and Tortilla Chips while also further developing innovation.
Hippeas.com@hippeas_snacks
ABOUT THE CRAFTORY
We are Cause Capital: Based in London and San Francisco, The Craftory is a $375M global investment house focused exclusively on amplifying the world’s boldest consumer brands. We offer permanent, early stage and growth capital to cause-driven CPG brands that positively impact the categories they serve, society, and the planet. The Craftory is a proud B-Corp.
thecraftory.ioMEDIA ENQUIRIES - SMI
thecraftory@sciencemagic.inc