Bright Greens raises $2 million led by Kellogg’s eighteen94 capital

Bright Greens, maker of blender-free, plant-based frozen smoothies, has raised a seed round led by eighteen94 capital, the venture capital fund of Kellogg, and Blu Venture Investors, an early-stage investment group based in the Mid-Atlantic U.S.

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. As part of the funding, Simon Burton, managing director of eighteen94 capital, is joining Bright Greens’ board of directors and will help the company tap into Kellogg’s expertise in the food industry.

“Bright Greens is reimagining the smoothie, making it more convenient for consumers to get their fruits and vegetables,” said Burton. “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 offers frozen smoothie cubes in Bright Blueberry, Mintergreen, Peaches & Green, and Pineapolis flavors. Consumers add hot water to the frozen cubes and shake for a cold, fresh, fast, convenient, and nutritious green smoothie. Bright Greens' products can be found in select Whole Foods markets and more than 1,000 Kroger stores.