AUSTIN, Texas — Proper Good, a manufacturer of shelf-stable foods, raises $3.5 million in seed funding led by YETI Capital, an investment vehicle created by YETI Holdings, Inc. and the founders of The Artisan Group Did.
Founder and CEO Christopher Jane launched the brand two years ago with his sister, Jennifer, aiming to build a ‘modern Campbell’. Products include fully cooked ready-to-eat oatmeal, soups, chili and curries. These include plant-based, gluten-free, and ketogenic options, packaged in flexible, microwave-safe clear pouches.
Products are sold primarily on the brand’s website, eatpropergood.com, with minimal packaging and no insulation or dry ice. Since its launch, Proper Good has sold more than 500,000 of his meals through its website, according to the company, and revenue from direct-to-consumer sales has grown 400% annually.
The new funding will support the brand’s growth across e-commerce and retail, including its recent expansion into more than 2,000 Walmart Supercenter stores nationwide.
Investors include Doug Bouton, founder of Halo Top; Gatsby Chocolate, who joins the board of directors of Proper Good; Drew Zang, managing partner of The Artisan Group; and Maxx Karr, managing director of YETI Capital. increase.
“Proper Good has created something truly innovative: ready-to-eat healthy meals that are incredibly delicious and incredibly easy to eat,” said Bouton. “I have made my biggest investment ever in his Proper Good and I already feel like it has paid off as ProperGood meals save me the hassle of cooking and cleaning.”
Originally from the south coast of England, the Jane brothers co-founded and led Montana Mex, a condiment brand sold in thousands of grocery retailers.
“Proper goodness arose out of personal need”Mr Jane said food business news last November“Even though I was on a plant-based keto diet and found my snacks and beverages plentiful, when it came to meals, I was still cooking from scratch… I explored the market and realized it was important.” If you’re keto, plant-based, gluten-free, dairy-free, or low-sodium, making a 90-second meal is usually non-existent or very expensive in frozen or refrigerated.
