News

Kellogg's Invests in Vegan Smoothie Company

Bright Greens is the latest plant-based startup to receive a capital boost from a major food corporation.

Food corporation Kellogg’s—through its venture capital arm eighteen94 capital—announced last week that it led a $2 million investment round in plant-based smoothie company Bright Greens. CEO Brian Mitchell founded Bright Greens—which makes frozen fruit and vegetable packs that only require hot water and a few shakes to create a blender-free smoothie—as a way to make consuming plant-based foods easier for busy people. “We are casting our net pretty widely so we don't miss the next [...] idea that could grow into the next trend," eighteen94’s managing director Simon Burton told Fortune. "You have to be open-minded about where you go looking.” Competitor breakfast brand General Mills—through its own venture capital arm, 301 Inc.—has made investments in several plant-based brands, including vegan dairy company Kite Hill, granola brand Purely Elizabeth, kale chip brand Rhythm Superfoods, fermented foods company Farmhouse Culture, and plant-based protein bar and nut butter company D’s Naturals. To date, Kellogg's and General Mills have invested $6.25 million and $37.8 million in plant-based companies, respectively.

More News

Smoked Meat Bar Now Sells Vegan Ribs

Meat-centric Minnesota pub Bourbon Butcher serendipitously teamed up with Herbivorous Butcher to create a sought-after vegan menu.
Read More »

Doctors Call for Plant-Based Meals in Hospitals

The American Medical Association—a group of 200,000 physicians—says it's time to drop cancerous foods from hospital menus.
Read More »

Factory Farms Cause Lung Damage to Nearby Residents

New research shows that living near a factory farm is detrimental to human health.
Read More »

Reducing Cost of Vegetables Saves 150,500 Human Lives

New study says that a subsidy on fruit and vegetables is five times more effective at staving off cardiovascular disease than imposing a soda tax.
Read More »

BREAKING: NYC Bans Use of Wild Animals in Circuses

After a decade of pressure from animal-rights activists, the historic ban passed by a vote of 43 to 6.
Read More »

This Week on VegNews TV: The secret to these delightful sweet treats is white beans! Aylin Erman shows you how to make these simple blondies.

More Videos »