Fruitist, the global brand that is revolutionizing the snack world through fresh superfruits, has announced the closing of a new equity funding round of $150 million (approximately €141 million). The operation was led by a fund managed by J.P. Morgan Asset Management, with participation from both new and existing investors.
The investment will support the brand’s global expansion and address the growing consumer demand for fresh and healthy alternatives to traditional processed snacks.
Fresh snacks take the spotlight
With an increasingly strong presence on the shelves of major retailers such as Costco, Publix, ShopRite, Sprouts, Trader Joe’s, Walmart, and Whole Foods, Fruitist is positioning itself as a key player in the fresh fruit snack market. Its mission is clear: to make fresh fruit as accessible, tasty, and desirable as industrial snacks, which still dominate modern diets.
According to a study published by NCBI, in the United States, snacks account for 42% of added sugar intake among children and adolescents — a figure that helps explain the growing demand for products like those from Fruitist.
Jumbo Blueberries and innovation
The company’s flagship product is its line of Jumbo Blueberries, praised for their exceptional freshness, crunch, and flavor. This year, the brand also launched Fruitist Snack Cups, single-serve packs of fresh blueberries that are convenient and ready to eat.
At the same time, Fruitist continues to expand its assortment with raspberries, blackberries, and cherries, confirming its diversification strategy within the berry category.
“Consumers are changing the way they snack,” said Steve Magami, co-founder and CEO of Fruitist. “With Fruitist, we’re proving that fresh fruit, when presented the right way, can compete directly with the snack aisle. We’re thrilled to welcome J.P. Morgan Asset Management as a partner to support this growth.”
Omnichannel strategy and sports partnerships
Fruitist goes beyond retail. The company has forged strategic partnerships with athlete Caleb Williams, the University of Southern California (USC), and the soccer club D.C. United, strengthening the brand’s presence among athletes, students, and local communities.
“Our decision to invest in Fruitist is based on the company’s outstanding performance and established competitive advantage,” said Brad Demong, Managing Director at J.P. Morgan Asset Management.
“Fruitist controls its entire value chain, shows strong organic growth potential, and plays a key role in the premiumization of berries and the development of the ‘better-for-you’ category.”
From Agrovision to Fruitist
Founded as Agrovision in 2012, the company has recently completed its transformation into Fruitist, a global brand with a solid position in the consumer market. The leadership team has been strengthened with the appointments of Rich Sullivan as CFO, Thomas Seifert and June Yang to the board, and Jim Trahanas as the company’s first Chief Technology Officer, with a mission to integrate advanced technologies throughout the value chain.
Today, Fruitist positions itself as an ambassador for a new way of snacking, bringing premium-quality fruit to store shelves in an innovative and accessible format. The future of healthy snacking is getting fruitier.
Source text and image: www.bluebookservices.com
