Brand New Brands is a groundbreaking new company that brings together the entrepreneurial spirit of a start-up and the resources of an established corporation to create new foods and beverages that promote health and wellness. 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 their 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, they take the most promising opportunities and fuse them with talented, passionate and proven entrepreneurial teams who turn ideas into thriving new ventures.

They focus their 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. They only pursue opportunities where they can claim distinct competitive advantages over large food companies through IP, brand creation or non-traditional distribution. Their 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. They take opportunities to market that are likely to scale quickly due to the convergence of scientific advances, consumer readiness and media attention.