Bright Greens Raises $2M in Seed Funding led by Kellogg's eighteen94 capital
Startup Pioneer of Plant-Based Smoothies Launches in More Than 1,000 Kroger Stores

BATTLE CREEK, Mich., June 15, 2017 /PRNewswire/ -- Bright Greens, maker of blender-free, plant-based frozen smoothies, announced that it has raised a seed round led by eighteen94 capital, the venture capital fund of Kellogg Company. Blu Venture Investors, an early stage investment group based in the Mid-Atlantic, also participated in the round. 

Kellogg Company logo (PRNewsFoto/Kellogg Company)

"We are excited to partner with eighteen94 and Blu to build our company," said Brian Mitchell, CEO and Founder, Bright Greens. "The deep domain expertise and ability to help Bright Greens commercially was a true differentiator among the investors we met."

Bright Greens was founded in 2015 by Brian Mitchell, who started the company in the Washington DC-based food incubator Union Kitchen. Mitchell indicated the capital infusion will be used for further product development, sales and marketing, and expanding the Bright Greens team.

"Bright Greens is reimagining the smoothie, making it more convenient for consumers to get their fruits and vegetables," said Simon Burton, managing director of eighteen94 capital. "We are very impressed with the innovative form factor Brian developed, and we see enormous potential for Bright Greens given the demand for convenience in our culture."

"Our Bright Greens smoothies are a quick and delicious way of getting healthy fruits and vegetables without added sugar or preservatives," Mitchell added. "The smoothies have a short list of natural ingredients making them a nutritious and delicious way to start your day."

Bright Greens offers frozen smoothie cubes in Bright Blueberry, Mintergreen, Peaches & Green and Pineapolis flavors. Consumers add hot water to the frozen cubes and shake for a cold, fresh, fast, convenient and nutritious green smoothie. Bright Greens' products can be found in select Whole Foods markets and more than 1,000 Kroger stores.

eighteen94 capital was launched in June 2016 to invest in companies pursuing next-generation food innovation, bolstering Kellogg Company's access to cutting-edge ideas and trends. The investment focus includes start-up businesses pioneering new ingredients, foods, packaging and enabling technology. As part of the funding, Burton is joining Bright Greens' board of directors and will help Bright Greens tap into Kellogg's expertise in the food industry.

The funding in Bright Greens closed through CircleUp, the platform providing capital and resources to early-stage consumer brands, and opportunities for leading investors.

For more information regarding Bright Greens, visit For more information regarding eighteen94 capital, please visit

About Bright Greens
Bright Greens started as a way for one family to get healthy, convenient, delicious nutrition back into their daily lives. It has grown into a company that believes that everyone's day can be a little brighter with honest, easy fruits and veggies made in a way that fits your lifestyle. The world's first shakeable green smoothie, Bright Greens lets you leave your noisy, messy blender in the cabinet, and simply add water, shake, and enjoy. Our focus is getting creative to help busy people unlock their inner brightness.

About Kellogg Company
At Kellogg Company (NYSE: K), we strive to make foods people love. This includes our beloved brands – Kellogg's®, Keebler®, Special K®, Pringles®, Kellogg's Frosted Flakes®, Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, Cheez-It®, Eggo®, Mini-Wheats® and more – that nourish families so they can flourish and thrive. With 2016 sales of $13 billion and more than 1,600 foods, Kellogg is the world's leading cereal company; second largest producer of crackers and savory snacks; and a leading North American frozen foods company. And we're a company with a heart and soul, committing to help create 3 billion Better Days by 2025 through our Breakfasts for Better Days global purpose platform. To learn more, visit or and follow us on Twitter @KelloggCompany, YouTube and on our Social K corporate blog.

SOURCE Kellogg Company

For further information: Bright Greens, 571-393-7335, 757-469-6459, or Kellogg Media Hotline, 269.961.3799,