Kellogg invests in Bright Greens for plant-based frozen smoothies that are shaken, not blended

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In Michigan, eighteen94 capital, the venture capital fund of Kellogg Company, invested in Bright Greens, a maker of blender-free, plant-based frozen smoothies. Bright Greens offers frozen smoothie cubes in Bright Blueberry, Mintergreen, Peaches & Green and Pineapolis flavors. Bright Greens’ products can be found in select Whole Foods markets and more than 1,000 Kroger stores.

“Bright Greens is reimagining the smoothie, making it more convenient for consumers to get their fruits and vegetables,” said Simon Burton, managing director of eighteen94 capital. “We are very impressed with the innovative form factor Brian developed, and we see enormous potential for Bright Greens given the demand for convenience in our culture.”

Bright Greens was founded in 2015 by Brian Mitchell, who started the company in the Washington DC-based food incubator Union Kitchen.  Mitchell indicated the capital infusion will be used for further product development, sales and marketing, and expanding the Bright Greens team.