Vision and Values

Mission

We aspire to improve and enhance the lives of adults and children by introducing the next generation of foods designed specifically to promote health and support the prevention of disease.

Approach

Brand New Brands uses a portfolio-based incubator model to develop and market the highest potential new functional food business opportunities for the U.S. marketplace. Core to our approach is the commitment to create food and beverage products that are efficacious (by medical standards), honest and transparent in their claims, and satisfying to eat or drink. By vetting and assessing the potential of scores of new product concepts, we take the most promising opportunities and fuse them with talented, passionate and proven entrepreneurial teams who turn ideas into thriving new ventures.

We focus our efforts and resources by innovating “category-creating” brand platforms that are capable of crossing over from niche markets to the mainstream in three to five years. We only pursue opportunities where we can claim distinct competitive advantages over large food companies through IP, brand creation or non-traditional distribution. Our strategy is to take the most promising new nutritional technologies and deliver them to the marketplace through great-tasting products with engaging “lifestyle” brands that educate and attract loyal customers and progressive retail partners. We take opportunities to market that are likely to scale quickly due to the convergence of scientific advances, consumer readiness and media attention.

We Define Success By

1. Thrilling our customers while serving their health needs and
2. Creating and capturing value by rapidly growing high-performance businesses that offer long-term potential to strategic buyers.

Our Core Values

• Impact and Innovation – Our products delight our customers and fulfill the unmet health needs of large and expanding populations.
• High Performance Teams – We foster a communicative, coordinated and collaborative “green light” culture that values initiative, personal responsibility and mutual respect.
• Ownership – We initiate and act with the passion, commitment and accountability of owners. We strive to create value for all of our stakeholders by creating valuable, profitable new businesses.
• Product Excellence – Brand New Brands develops breakthrough products of the highest quality, taste, convenience and efficacy. Product platforms are backed by scientific rigor, intellectual property and tangible health benefits. Brands exude creativity and charisma. We guarantee the safety and integrity of everything we do and are forthright and accurate in our claims.
• Entrepreneurial Leadership – We are highly resourceful and strive for leverage, scale and speed to market. We pursue ambitious visions creatively, with rigorous execution.