Fastest Growing Baby Food Brand Serenity Kids Closes $ 7 Million Round of Investments Led by CircleUp Growth Partners to Further Expand Category Leadership


AUSTIN, Texas, June 16, 2021 / PRNewswire / – Serenity Kids, the fastest growing long-life food brand for babies and toddlers, today announced the successful closing of a $ 7 million Series A funding round led by CircleUp Growth Partners. CircleUp and its proprietary data insight platform Helio identified Serenity Kids as a brand to watch and were inspired to invest in the visionary business to help Serenity Kids lead the transformation of the food industry for babies and toddlers.

Additional funding for the cycle was provided by Wild Ventures and existing notable investors including Nick Green and Gunnar lovelace, co-founders of Thrive Market; Mélissa Urbaine, founder and CEO of Whole30; Katie wells, founder of Wellness Mama; and Ben greenfield, author and co-founder of Kion. The round also includes new investors such as Jason and Colleen Wachob, married co-founders of mindbodygreen; Joe De Sena, founder of Spartan Race; and Max Lugavere, bestselling author of “Genius Foods”.

“We are very happy to close this investment round. In fact, we weren’t even considering starting our Series A funding round until the second half of 2021,” said Joe carr, president and co-founder of Serenity Kids. CircleUp brings statistics from its Helio data insight platform which strengthens and supports our mission, growth and trajectory and has considerable experience and success as investors with many other CPG brands. Based on this opportunity, we were convinced to step up the cycle and bring them in as a primary strategic partner. We look forward to working with the CircleUp team, as well as all of our amazing ongoing and new investors to furthering Serenity Kids’ mission to help babies grow up healthy, happy and strong. “

Since launching in 2018, Serenity Kids has become the fastest growing baby food brand, as well as the shelf life baby food brand by velocity and the number two brand in terms of overall sales. on Whole Foods Market and the Natural Retail Channel. Serenity Kids revenue increased by over 200% in 2020 compared to 2019, with growth expected to exceed 150% this year. The brand increased its retail availability to 1,000 stores by the end of 2020 and reached more than 4,400 doors in the first quarter of 2021. The success of Serenity Kids highlights current parenting buying trends by highlighting the ’emphasis on the importance of high-quality, nutrient-rich products. , and low sugar products with traceability of supply and testing. The brand’s most recent launch, the first to hit the market, new grain-free puffs in February 2021, has once again demonstrated this by introducing new customers to a brand with strong points of difference compared to current offers filled with cabbage made from cereals and rice.

“CircleUp Growth Partners is looking to invest in companies that are ready for disruption,” said Karen howland, general partner at CircleUp Growth Partners. “I was immediately drawn to the brand’s emphasis on nutrient-dense meals – a trend that was not satisfied by the options on the market. We have had an eye on Serenity Kids for a while, when our Helio proprietary data uncovered strong results for the brand we were confident Serenity Kids was the company to support in the infant and toddler food category. . “

Serenity Kids is a family brand, created by parents and based on a mission, that makes products based on ethically sourced meats, organic vegetables and healthy fats. Founded by married co-founders, Joe and Serenity Carr, the couple were pushed to create a line of healthy, low-sugar baby foods for their daughter, Della. Serenity Kids offers twelve delicious purées in pouches, including ethically sourced meats, organic salted vegetables and toddler purées with bone broth. Most recently, Serenity Kids launched a new line of grain-free puffs with three varieties for healthy and tasty snacks for toddlers.

About Serenity Kids

Serenity Kids manufactures premium products that meet the highest nutritional, ethical and taste standards. Serenity Kids only uses ingredients without antibiotics, added hormones, pesticides, fillers, GMOs or major allergens. All Serenity Kids products are Clean Label Project certified. Serenity Kids ethically sourced meat baby foods, organic salty vegetarian baby foods, toddler mash with bone broth and the new lines of grain free soufflés are available online at , Amazon and Thrive Market, and in over 4,000 grocery stores nationwide including Harris rocking, select HEB, Kroger, Natural Grocers, Meijer locations, select Albertsons / Safeway, Sprouts, Wegmans, Whole Foods Market locations, and more. For more information on the brand, mission and products, visit and follow them on Instagram and Facebook.

Media contact:
Lea Brun
[email protected]
(858) 337-2995

SOURCE Serenity Kids

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