FOR IMMEDIATE RELEASE:
Third new venture from innovation incubator led by former Niman Ranch CEO
MILL VALLEY, California (November 9, 2006) – Brand New Brands, an innovation accelerator dedicated to improving and enhancing Americans’ lives through the creation of next-generation healthful foods and beverages, today announced the launch of 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.
At the helm of Attune Foods is former Niman Ranch CEO Rob Hurlbut, who grew that business from a $3 million regional meat purveyor to a $60 million national brand known for its sustainable practices. A food industry veteran, he also served in several marketing and finance roles at Nestlé.
“Rob is a proven entrepreneurial leader who will bring vision, stewardship and unique experience to Attune Foods’ ambitious plans,” said Will Rosenzweig, co-founder and chief executive officer of Brand New Brands, Inc. “Attune’s products deliver exceptional taste, great convenience and portability, and most importantly, efficacy in that they work!”
Attune’s debut product is a line of daily wellness bars featuring probiotics, beneficial active cultures found to support digestive health and promote a strong immune system. These Attune Wellness Bars are currently available online at www.attunefoods.com and will be available at retailers throughout the U.S. in January 2007.
Probiotics have long been featured in functional foods and beverages in Europe and Asia. The probiotic drink market is now a $1.4 billion industry in Europe . In the United States, the market for foods and beverages with probiotics is only just beginning to grow. Probiotic foods and beverages are currently estimated to be a $210 million market with an estimate to reach $400 million by 2010 .
About Attune Foods, Inc.
Attune Foods is a natural foods company dedicated to creating great tasting foods that promote daily wellness. Attune Wellness Bars combine great taste with the health benefits of probiotics to support digestive health, increase immunity and heighten overall health and well being. To find Attune wellness products, visit www.attunefoods.com.
About Brand New Brands, Inc.
Brand New Brands is a groundbreaking new company that brings together the entrepreneurial spirit of a start-up and the experience of its founders and team members to create new foods and beverages that promote health and wellness. Led by successful innovators William Rosenzweig (cofounder of Republic of Tea) and Pete Mattson (founder of the Mattson Group), Brand New Brands is committed to the mission of improving and enhancing Americans’ lives through healthful foods. The privately held company is headquartered in Mill Valley, California. The investors in Brand New Brands are Burrill & Company, Great Spirit Ventures, Prolog Ventures, and Unilever Ventures. For more information on Brand New Brands, visit www.brandnewbrands.com.
Contacts:
Erin Markey
415-339-4260 x117
Jennifer Giambroni
415-277-4910