Brand New Brands Spins Out Third Company, Fourth to Follow
Brand New Brands, Mill Valley, CA, has launched Attune Foods, Inc., a new company dedicated to creating breakthrough daily wellness products. Brand New Brands’ current investors—Burrill & Company, Great Spirit Ventures, Prolog Ventures and Unilever Ventures—participated in the funding of this spinout. Food industry veteran and Niman Ranch CEO Rob Hurlbut will be in charge of Attune Foods. Attune’s debut product is a line of daily wellness bars, which feature the health benefits of probiotics to support digestive health, provide immune support and heighten overall health and well-being.
According to an article on Examiner.com, Brand New Brands Inc., is due to close its doors as soon as its fourth spin-out company makes its debut in the coming weeks. “[Brand New Brands’] four spin-out firms, three of which have launched and one that will do so by year’s end, all feature ‘natural’ products. They include Lightfull Foods, the manufacturer of a shelf-stable, yogurt-based smoothie of 90 calories that makes the drinker feel full for two or more hours; Corazonas, a heart-healthy tortilla chip with plant sterols and oats; Attune Foods, makers of a small bar with five times the probiotic digestion-aiding bacteria as yogurt and the yet-to-be-released Dreamerz, a milk-based sleep-aid dessert drink. Brand New Brands chose industry leaders to head the firms, from former Balance Bar executive Lara Jackle as CEO of Lightfull to former Niman Ranch Inc. CEO Rob Hurlbut as CEO of Attune. Funding came from Will Rosenzweig’s Great Spirit Ventures, the Burrill Nutraceutical Group, Unilever Ventures, Prologue Ventures and others.”