Hu Products, maker of organic, paleo and vegan chocolate, has received a minority investment from Sonoma Brands, the food incubator responsible for Krave jerky, SMASHMALLOW and other brands.
With its beginnings in the popular, paleo-inspired New York-based restaurant, Hu Kitchen, Hu Chocolate is now poised to expand its global reach in the health-conscious snacking space.
“We are thrilled to have found a strategic partner in Sonoma Brands,” said Jason Karp, chairman and co-founder of Hu. “We look forward to what this relationship will help us accomplish as we move to advance our distribution and exposure in the coming months. With the support of Sonoma Brands, along with several other highly strategic investors, we will accelerate the conversation around the need for more vegan, paleo and unprocessed foods and bolster our platform as a mission-driven health and wellness business.”
Hu Chocolate has given vegan, paleo and keto lifestyle devotees a culinary-inspired health indulgence that meets their needs. The brand of Hu embraces the integrity of dark chocolate, using organic cacao to craft a vegan, non-GMO, gluten-free, low-glycemic product, free of refined sugar and additives.
Other notable investors include Mark Hyman, Tim Ferriss, Nelson Peltz and Peter Attia. Peltz, founding partner of Trian Partners, a pioneer in food investing and corporate governance, has been the only outside investor before this Series A round. Hyman, an author and pioneer in functional medicine, is eager to partner with a brand that encompasses his integrated focus on wellness and nutrition.
“This product is a healthy treat people can look for without the added guilt typically associated with chocolate, or products with refined sugar," Hyman said. “The product quality and ingredient vetting is unparalleled in the dessert and confectionery world, which is why Hu Chocolate is a wonderful option for people to embrace when they want a permissible indulgence.”
Attia, an expert in diet, longevity and metabolism, appreciates the strict principles to which Hu adheres and how Hu channels that mission into its products. Ferriss, author and angel investor, believes in Hu’s “Get back to Human” brand mission and is pleased to add Hu Products to his portfolio of investments in innovative businesses.
Sonoma Brands Founder Jon Sebastiani adds: “We couldn’t be more excited to partner with a brand that is right on par with our background. Providing unique experiences with 100 percent vegan products, Hu Chocolate is a true category disrupter in the vegan/paleo world, showcasing ingredient integrity and culinary influence that resonates deeply with our team. We believe that Hu will change brand standards across a variety of product verticals by delivering its rigorous ingredient integrity and transparency, and we’re excited to be a part of that future and the Hu story.”