VMG Partners announces the acquisition of popchips to launch their Velocity Snack Brands platform
Former Arctic Zero CEO, Amit Pandhi, to lead new venture poised to grow iconic snack brands
VMG Partners, a private equity firm specializing in building iconic consumer brands in the food and beverage, personal care and beauty, pet food and wellness categories, recently announced the debut of a new branded snacking platform, Velocity Snack Brands (VSB). The platform will acquire, incubate and grow a portfolio of leading snack brands, beginning with the acquisition of the popchips brand in North America and most international markets outside of the United Kingdom and Europe. VSB will be headquartered in Los Angeles and led by CEO, Amit Pandhi, who was most recently President and CEO of Arctic Zero, a better-for-you frozen desserts brand.
Founded in 2005, VMG has been at the forefront of consumer products investing, partnering with entrepreneurial companies to build innovative and iconic consumer brands through its commitment to cultivating a community across a broad ecosystem of founders and consumer packaged goods professionals. Given VMG’s depth of experience investing in, scaling, and exiting consumer packaged goods businesses, VMG identified an immense opportunity in the market for a platform like VSB.