Categories: FoodFood News

General Mills Invests $17 Million in Vegan Meal Program


Minnesota-based food giant General Mills has announced plans to invest in Urban Remedy, a California-based company specializing in plant-based ready-to-eat meals and cold-pressed juices and drinks.

The $17 million round of Series B funding comes via 301 Inc., the General mill investment group.

“Through retail stores, branded kiosks, and direct-to-consumer delivery, Urban Remedy excels at providing convenient access to organic products,” John Haugen, vice president and general manager of 301 Inc., said in a statement.

General Mills, isn’t new to the natural marketplace. The maker of Cheerios owns several natural channel brands including Annie’s Homegrown, Cascadian Farms, Lärabar, and Muir Glen.

Urban Remedy said the partnership works because of a synergy between the companies.

“Having a partner that’s aligned with us not just on the values of the company but also in the vision of how we want to grow it, [was] huge for us,” said Urban Remedy CEO Paul Coletta. “Money is cheap today, there’s a lot of options out there for great businesses.”

Growth in the plant-based sector is being propelled by mainstream brands like General Mills, Nestlé, and Tyson Food recognizing the opportunities to expand categories and reach a market open to new options better for their health, the planet, and the animals.

Tyson made headlines after it announced in 2016 that it would be investing in Beyond Meat, the Southern California startup making meat products from plants. Beyond Meat is best known for its Beyond Burger that looks, cooks, and tastes like meat.

Nestlé made headlines late last year when it acquired another California company, Sweet Earth Foods, which makes vegan and vegetarian frozen burritos, entrees, seitan, and more.

Urban Remedy is making a name for itself in the Bay Area with refrigerated kiosks located inside select Whole Foods Markets. The branded kiosks sell prepared meals and drinks.

“We’re going to grow really responsibly from here,” Coletta said.

“As long as the consumer is telling us they want, we’re up for the challenge.”

This post was last modified on December 15, 2020 6:29 am

Jill Ettinger

Contributor | Los Angeles, CA | Contactable via: Jill has spent more than a decade immersed in digital publishing and storytelling with a focus on the global food system and how it intersects with our cultural traditions, ethics, health, and politics. Her work has been featured in The Huffington Post, Medium, MTV, and the Village Voice.

Published by
Jill Ettinger

Recent Posts

5 of Lizzo’s TikTok Recipes Put to the Taste Test

From pizza to ramen bowls, Ri Turner makes some of Lizzo's top vegan TikTok recipes.

April 14, 2021

How to Cook Vegan, According to Mindy Kaling

Mindy Kaling is adding more vegan food to her diet, inspired by her friend Natalie…

April 14, 2021

7 Zero-Waste Living Room Tips for Any Home

From eco-friendly paint to sustainable furniture, redecorate your living room with these zero-waste tips.

April 13, 2021

Beyond Meat Launches in 7,000 CVS Stores

Beyond Meat’s plant-based burgers and meatballs are now available at CVS Pharmacy stores across the…

April 13, 2021

This Chocolate Avocado Pudding Is Basically a Superfood

Treat yourself with this thick and creamy chocolate avocado pudding, which features cacao.

April 13, 2021

These Vegan Reebok Sneakers Are Made From Trees—Literally.

Reebok is launching a plant-based version of its Nano X1 training shoe, aptly named the…

April 13, 2021