General Mills’ Venture Fund Invests in 20-Year-Old’s Startup


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On Tuesday, the healthy snacking startup D’s Naturals will announce it has received a “significant” investment from private-equity firm 2x Consumer Products Growth Partners and 301 Inc., which is the venture capital arm of cereal maker General Mills GIS 0.85% . Terms of the investment, which was led by 2x Partners, weren’t disclosed.

“This is the first investment I’ve taken outside of my family,” Katz told Fortune in an interview. “For the last two years, I’ve been essentially running this [alone] and it was getting to the point where I realized I couldn’t maintain it on my own.”

D’s Naturals makes plant-based No Cow Bars that are packed with protein and low in sugar, as well as a line of nut butters. All the items in the portfolio are free of dairy. “We think the combination of a bar that offers a plant-based source of protein along with low sugar is a great combination and very on trend with what consumers are looking for today,” says John Haugen, vice president and general manager of 301 Inc.

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Also read more at the PR Wire Newswire report here.