The New Primal began as a meat-snack maker and has expanded into sauces, marinades, dressings, condiments and dry seasonings, growing from three to 33 products over the past three years. It has national distribution across roughly 6,000 to 7,000 stores and its turkey meat snack is a top seller at Whole Foods and Kroger. The company launched 12 products during the prior year, including carrot ketchup, dijon mustard, smoky BBQ sauce, three ranch varieties, kids Snack Mates Bites, and four dry seasonings. Management frames the brand as a clean-eating platform and is prioritizing category extension and product innovation, citing marinades that became all-purpose sauces as an example. The New Primal has seen notable traction in its kids line and dry seasonings, and uses Whole Foods as an initial go-to-market partner before scaling. Leadership says the Series B proceeds will primarily fund team building across accounting, back office, sales and marketing to better support a large and growing SKU base.

Total raised

$15M

Funding rounds

1

Latest round

Series B

Latest activity

Jul 2021